The Newfoundland and Labrador Liquor Corporation is no stranger to retail. Instead of your run-of-the-mill signage with typical, expected executions, Ray created a big idea that rolled out into point of purchase, radio, social media, outdoor and online. ‘Perfect Fall Pairings’ pokes fun at the pretentiousness of beer and wine pairings in a humourous way by pairing different types of alcohol with fall occasions – like raking leaves, making fall wreaths, and hanging out in the shed. After all, we’ve all met those beer and wine snobs who love to tell others which alcohol goes best with which foods, or what they’re supposed to be tasting when they take a sip. But in NL, we know that alcohol is about having fun while enjoying all that fall has to offer.