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
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 […]
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 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.
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 […]
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 […]
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: […]
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 […]
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, […]
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 […]
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 […]
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 […]