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, especially without a marketing budget.

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.

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.

A 300% increase in donation compared to donations during the same period the previous year.

Over 2000 bottles sold.

But more importantly: what was originally conceived as a one-off campaign during the Christmas period, has now evolved into a permanent donation platform. More restaurant owners replaces their own house wine with ours and the love spreads beyond the Brussels borders. The webshop is still online and keeps selling the red, white and bubbly with a purpose: Vin Maison, or House Wine for the homeless.