DrinkWise, Clemenger BBDO Melbourne and MediaCom have launched ‘How to Date Properly’, a cheeky addition to their How to Drink Properly campaign.
Aimed at encouraging young Aussies to date classy by drinking classy, these important tips target young people as they negotiate the dating scene.
DrinkWise marketing director Simon Strahan described the new phase as an important step for ‘How To Drink Properly’.
“People can occasionally drink too much in awkward social situations as a way of boosting confidence – and dating can be one of the most nerve-racking experiences we face. How to Date Properly illustrates that while it is okay to drink, alcohol is not the answer to overcome nerves,” he said.
“Slowing their drinking and keeping count of drinks, knowing when to stop, enjoying a meal and adding water to the order will showcase their class to prospective partners – and potentially land them that second date.
“This helps set them up for learning to handle alcohol in social situations throughout their lives.”
Without preaching, the content wryly suggests that keeping in control of your alcohol consumption will always lead to a better outcome, especially on a date, whereas getting drunk could lead to some serious alone time.
The campaign will be featured on YouTube, Tinder, Spotify, Facebook, Instagram and a partnership with Pedestrian.TV’s new dating page, and comes in four snappy vids:
“Online dating is relevant for young Australians, so we knew that’s where we should take the conversation,” Strahan added.
Clemenger BBDO Melbourne executive creative director Ant Keogh says the new phase shows how you can keep an established idea fresh but still relevant.
“We had a lot of fun thinking of dating fails, but we know our target will take the message on board and reflect on how to behave with alcohol when they feel terribly awkward,” he said.
MediaCom’s Stephen Benrad added it demonstrated a brave approach to an age old problem.
“Through these partnerships, DrinkWise has leveraged highly influential platforms to provide integrated, relevant messages to young Australians about the importance of moderate drinking. Clemenger has produced outstanding creative work which is accessible and humorous yet still addresses a very serious issue with our audience,” he said.
John Scott – CEO
Simon Strahan – Marketing Director
Ant Keogh – Executive Creative Director
James Orr & Elle Bullen – Senior Creatives
Olivia Romas – Social & Content Creative
Will Barber – Social Strategist
Sonia von Bibra – Executive Producer
Lisa Moro– Senior TV Producer
Emma Johnson – TV Producer
Andrew Packer- Senior Editor/Animator
Allan Ngo- Digital Producer
Jess Ramsey – Digital Designer
Matt Pearce- Senior Planner
Naomi Gorringe – Group Account Director
Kate Starr – Senior Account Director
Bianca Shah- Senior Account Manager
Jacky Winter Group (Pete McDonald & Guy Shield) – Illustrations
Flagstaff Studios (Paul LeCouteur) – Sound House & Engineer
Level Two Music – Music House
Stephen Benrad – Group Business Director
Jelena Radinovic – Executive, Content & Connection Planning
Alexa Roach – Executive, Digital Activations & Investment
Harry McGregor – Coordinator, Digital Activations & Investment
Waitohi Wiremu – Manager, Search & Performance
Thomas Russell – Executive, Search & Performance