Biggs: The most dangerous campaign we’ve ever done

Glass of scotch whiskey and ice on a wooden table
SHARE
THIS



The DrinkWise campaign with the suave, debonair cartoon who told youth to stay classy when drinking, was one of the hardest campaigns created by Clemenger BBDO, according to CEO Peter ‘Biggsy’ Biggs.

“This was the most dangerous and difficult campaign we’ve ever contemplated doing,” he told the ADMA Global Forum in Sydney.

Presenting with DrinkWise CEO John Scott, Biggs remarked how every great campaign has a courageous client behind it.

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

“Not only was this about reaching the most difficult to reach and cynical audience you could ever imagine, but this topic wasn’t just a topic. It’s a deeply embedded cultural ritual in Australian life, particularly in teens coming of age,” he said.

“It is terrifying whenever you try and change something deeply embedded in a culture.”

Noting the fact many other campaigns targeting the youth drinking culture hadn’t made much of a dent in behaviour, Clemenger BBDO decided to go the other way and show people how not to be a dickhead when they drink.

While Biggs noted the campaign had critics, the audience diffused them rather than the client.

“Those who responded to those critics were the young audience, who basically said ‘pull your head in. This campaign is good, this campaign is working’.”

Scott also talked about the backlash the campaign received from public health lobbies suggesting they were encouraging drinking.

Scott shared responses to the campaign including one comment that said, “Maybe the first campaign of its kind that hasn’t made me want to shoot myself in the face and hasn’t made the organisers look like somebody’s out-of-touch spinster aunt”.

“It was quite gratifying for us to get a core of young people and a community that we’ve built…and really activate this campaign now,” said Scott.

Biggs added: “In any controversial issue, you’re going to get criticism. The worst thing you can do is defend it yourself. Create, as John said, an army of people who support what you’re doing.”

A relationship of trust between the client and the agency was crucial to getting this campaign up, Biggs said. “Nothing happens without holding hands, in a non-sexual way, and jumping the chasm.”

The campaign, aimed at 18-to-24 year olds, launched in February.

The campaign was largely digital, centred around YouTube, however there were other activations such as posters on the backs of bathroom doors and a free concert with Sydney musician Oliver Tank.

“All very carefully crafted to be relevant to that audience but also be there, at the moment, when the drinking experiences happen,” said Biggs.

Please login with linkedin to comment

Advertising Standards Bureau Clemenger BBDO Sydney Garage Maintenance John Scott Sportsbet Sydney The General Store TorchMedia Woolworths

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]