After the fires in Northern California in 2017, Sonoma Valley experienced a significant decline in visitors. Many were under the impression that everything had been destroyed, yet relatively few vineyards and wineries were directly affected by the fires, and there was no damage to hotels or other attractions.

As a result, Sonoma Valley knew it was necessary to develop an awareness campaign that relayed and reinforced the vitality and beauty of the area. Agency JNS Next engaged the Hunter|Johnsen team to develop creative concepts that relayed a positive,  relaxed and whimsical attitude. Campaign materials included digital and print.