Jim Haven and Matt Peterson, executive creative directors on all projects, wrote the captions. "Sherry is wine's best kept secret. So we created the Secret Sherry Society, a not-so-secret society devoted to disseminating the mysteries of Sherry, the Spanish fortified wine. All forms of media served a dual purpose of promoting and supporting both Sherry and the Secret Society events open to the public. Print, projections, prominently marked unmarked vans, shoe phones and gaudy secret location marquees were deployed to propagate playful irony in all manners possible."