DrinkWise Australia encourages ‘classy drinking’ in new animated online campaign
DrinkWise Australia has launched a new animated online campaign highlighting the differences between an experienced and amateur drinker aimed at moderating young adults’ binge drinking behaviour.
The new animated campaign, from Clemenger BBDO Melbourne, features a Don Draper type character who talks about ‘drinking properly’ and encouraging people distancing themselves from ‘amateurs’ and to ‘remember everyone has their limit’.
https://www.youtube.com/watch?v=WBnoXi4-8WY
DrinkWise CEO John Scott said: “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.”
Great ads.
relevant and real.
Ironic that an ad for ‘Drinkwise’ is telling people to drink until they feel good looking, but no more, when alcohol brands can’t.
great graphics however i think they are more age appropriate to an older generation than the ‘young generation’ intended.
Agree – great concept, good wording however graphics may be a bit old fashioned. Also too focused at males.
I’m 44 and love them. Does that mean they’ve missed target audience or am I just cool and hip????!!!! (NOT)
Lol. Love em.
Excellent! I wish this campaign every success. Great work, great idea, great execution.
Isn’t letting the alcohol industry pretend to be an authority on alcohol like letting the fox run the henhouse? Is this even legal? And if it is, should it be?