Drinking – do it properly

Drinking – do it properly

Do you know your personal realm of excellence? Or are you one of those types who gets, what is affectionately named “shit faced”?

DrinkWise Australia has raked in the skills of Clemenger BBDO in Melbourne for its new campaign in an attempt to curb the somewhat overzealous binge drinking habits in young adults.

Titled Drinking – Do It Properly, the YouTube clip features a particularly well dressed animated man meandering the audience through the various stages of drinking, describing each stage with a delectably suave and debonair tone of voice.

The online black and white animated ads provide a clear definition of what is “right” and “wrong” in terms of drinking.

Maintaining the highly targeted scope, the campaign will only feature online and through social media, meaning no big billboards, no extensive telly adverts and no debonair voice over the radio.

“Older adults may find it difficult to understand, but we needed to reach young people in their tone and their language, prompting them to self-reflect and talk about this issue within their peer groups which are heavily influenced by social media,” John Scott, DrinkWise CEO, said.

Dr Andrew Rochford, DrinkWise Ambassador, maintains an integral part of the campaign is that it isn’t preaching abstinence, but rather acknowledging that most young adults drink.

“Drinking – Do It Properly builds on the very successful (Clemenger BBDO Melbourne) Kids

Absorb Your Drinking campaign. This ground-breaking campaign challenges young adults to think about drinking properly to stay safe,” Rochford said.

Check out the clip below.

http://www.youtube.com/watch?v=WBnoXi4-8WY




Please login with linkedin to comment

Latest News

Image lead story Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
  • Technology

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024

We have 18 days until Christmas but for many in the marketing business, the biggest present has already arrived — Pinterest Predicts. The firm’s yearly look at the trends to come has become an integral part of campaign planning for many, with Melinda Petrunoff, Pinterest’s managing director for Australia and New Zealand, describing it as […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
  • Marketing

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO

Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

Three New Hires At Amplify
  • Marketing

Three New Hires At Amplify

Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
  • Media

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]