Effies
Australia
How To Drink Properly
Agency
Clemenger BBDO Melbourne
Client
DrinkWise
Awards
Silver
Not For Profit or Cause Related Marketing
Bronze
Most Original Thinking
Case Study
Summary
Young Australians are the highest at-risk group with alcohol. Their entrenched culture of ‘binge drinking’ is seen to be just a part of growing up.
Many before had tried to scare them into changing but the message wasn’t
getting through.
With How To Drink Properly, DrinkWise convinced young Australians that they can still drink and have a good time, but to do so in a classy, sophisticated and more responsible way.
This groundbreaking Social Marketing campaign was endorsed by a cynical target, successfully reframed moderation as an aspirational behaviour and got 1/3 of those who saw it to drink less.
Case study
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Credits
| Executive Creative Director | Ant Keogh | ||||||||
| Copywriter | Elle Bullen | ||||||||
| Art Director | James Orr | ||||||||
| Executive Planning Director | Paul Rees-Jones | ||||||||
| Author/Senior Planner | Matt Pearce | ||||||||
| Group Account Director | Jennifer Chin | ||||||||
| Account Director | Brendan Taylor | ||||||||
| Account Manager | Jarrick Lay | ||||||||
| Executive Producer | Sonia von Bibra | ||||||||
| Chief Executive Officer | John Scott | DrinkWise | |||||||
| Marketing Manager | Simon Strahan | DrinkWise |
Category Sponsors
Not For Profit or Cause Related Marketing
