Solidarité Grands Froids offers shelter, food and clothes to the homeless in Brussels. The worst period of the year for the 5000 homeless people are the cold winter months. The briefing was to boost donations to be able to handle the surge in demands for help. A difficult task for any charity in the Christmas period. The 5000 homeless of Brussels are a mix of refugees waiting for a visa, unemployed people evicted from their homes and people who can't benefit from the social security system. As it's a scattered and complicated problem, so there is no easy way to help. We wanted to remind people of the issue and make helping extremely easy and almost impossible to refuse. As in the pre-Christmas period, restaurants are very busy, created a connection through the stomach, straight to the heart, with a wine label for the homeless: Vin Maison, or House Wine.

We nudged.

Vin Maison or House Wine is already listed on most wine lists in restaurants, as the easy no-fuss choice.

We hacked this house wine concept and gave it a new purpose. We turned it into a proper charity wine label: Vin Maison. House wine for the homeless.

It worked in two ways.

1. Restaurant owners could stick our Vin Maison label on their own house wine, and offer it at a slightly higher price, handing out a leaflet mentioning that 5 euros for every bottle will go to the homeless.

2. The actual wine Vin Maison - red, white and bubbles - can be ordered online on a dedicated site.

We literally put the homeless issue on the table, and it worked. Famous chefs recommended it and press wrote about it.

We decided to give a new purpose to something everyone is already familiar with: house wine. We turned it into a label of solidarity with the homeless: "Vin Maison" or house wine for the homeless.

The target audience was everyone with a very busy agenda and a long shopping list, and who was bombarded with both commercial and charity messages.

We made it easy for them: just have a glass of wine, but make it house win, or Vin Maison, a label created to support the homeless.

The wine could be found in participating restaurants and online.

"Vin Maison" labels were distributed to restaurant owners in Brussels, to stick on their own house wine, to sell to their clients mentioning the premium of 5 euros to help the homeless.

Three quality wines - red, white and bubbles - were selected by a famous Brussels chef and promoted by him on his popular YouTube channel. The wine can be purchased online.

The initiative ran only in Brussels, but will soon be expanded to the rest of the country.

What was originally just a Christmas activation has now evolved into a permanent operation. Vin Maison is still available online, more and more restaurant owners adopt it and it's starting to spread across the country.

In the first couple of weeks, the organising charity has received 300% more donations through Vin Maison than the previous year around the same time. At the time of writing, more than 2000 bottles were sold.