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