The Secret Sherry Society is a Not-So-Secret Society devoted to creating brand conversation pieces that artfully disseminate secrets of the Spanish wine Sherry; Wine’s best kept secret.

A cocktail-party-turned-live-art-event where hundreds of culinary, entertainment, music, design and fashion personalities were inducted into the Secret Sherry Society. The detailed “Museum” contained many artifacts including vintage view masters loaded with secrets. Attendees confessed a secret, got their drink, and then watched as their secret was transformed into printed pieces of original art.

In order to recruit new members, we got in our unmarked van and started traveling the country to throw secret cocktail parties. And like any secret society would do, we blogged about it. To get the whisper out, we tried some super sneaky tactics. These included subliminal message projections, hiding invites in alternative weeklies, local papers, blogs, and wild postings.

Once inside the party, people were able to converse directly with The Society via a secret phone and get drink tips while they were at it.