> CHALLENGE
Create a disruptive TTL campaign that educates and informs consumers on responsible alcohol consumption.
+ IDEA
Get consumers to focus on all they could potentially gain by moderating their alcohol consumption with the message:
“When you drink, drink like there is a tomorrow.”
Our conceptual 90 sec TVC was launched amid significant media buzz, as it brought the conversation around alcohol consumption into a totally new light, with the emphasis on a happy, feel-good resolution.
Across our design elements, the juxtaposition of our moderation message against references to high-end alcohol bottles served to grab people’s attention in a way that traditional shock tactics had failed to do.
{"items":["462a7262-3c39-49ce-8e40-8bfd726647dc","89bd2265-1895-4147-bd1c-8a2a514e05ea","0bf75742-3f72-434b-939e-3786beb1bf62","b9664840-86a7-44f6-96af-a6a457af98dc","61df3c69-3ad7-4cf3-b249-7a6262693647","2498d091-90b3-4181-8780-ef0e7938c1c1","90343ef1-4c0e-408c-9f06-f56115314b90","debc40d3-8b36-4ed7-b3bb-de4c1469844d","d521219a-23e0-4f21-8205-4fc6934fc1aa","266a55ea-d481-4ae6-a577-20b6e5bcb44a","c12e8ba4-dec4-470e-a6b8-5dc0e2011d46","b4140aeb-9c64-468e-8895-ec518192513d","fa50b671-8832-423b-86ed-3847701ae5cd","a0a6659c-004f-4dd4-9acb-5fed9c5bf9c5","73d1c260-2603-45dd-88dd-a34f0e313fd2","eda79c84-e063-430d-a3df-afcbbd1ef53e","f5da20d5-2041-401f-9721-212c75fe5c7c","8cbd458d-8729-4454-9ef9-da265fd10498"],"styles":{"galleryType":"Strips","groupSize":1,"showArrows":true,"cubeImages":true,"cubeType":"fit","cubeRatio":1.3333333333333333,"isVertical":false,"collageAmount":0.8,"collageDensity":1,"groupTypes":"1","oneRow":true,"imageMargin":5,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":true,"isColumns":false,"isSlideshow":false,"cropOnlyFill":true,"fixedColumns":0,"enableInfiniteScroll":true,"isRTL":false,"minItemSize":120,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.3333333333333333,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":1,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":5,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryHorizontalAlign":"center","galleryTextAlign":"center","galleryVerticalAlign":"center","scrollSnap":true,"itemClick":"expand","fullscreen":true,"allowSocial":false,"allowDownload":false,"allowTitle":false,"allowDescription":false,"loveButton":false,"loveCounter":false,"videoPlay":"auto","scrollAnimation":"NO_EFFECT","scrollDirection":1,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"AUTOMATIC","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":0,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"Load More","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":1,"videoLoop":true,"gotStyleParams":true,"selectedLayout":"4|bottom|1|fit|false|1|true","showVideoPlayButton":true,"galleryImageRatio":2,"sharpParams":{"quality":90,"usm":{}},"imageLoadingWithColorMode":"PICKED_COLOR","imageRatioType":"FIXED","numberOfDisplayedItems":3,"itemBorderColor":"color-5","itemShadowOpacityAndColor":{"value":"rgba(0, 0, 0, 0.2)"},"textBoxBorderColor":"color-5","textBoxFillColor":"color-2","alwaysShowHover":false,"isStoreGallery":false,"previewHover":false,"galleryLayout":4,"itemOpacity":{"themeName":"color_14","value":"rgba(153,153,151,0.6)"},"itemFont":{"style":{"bold":false,"italic":false,"underline":false},"family":"proxima-n-w01-reg","preset":"Heading-M","editorKey":"font_5","size":25,"fontStyleParam":true,"displayName":"Basic Heading","value":"font:normal normal normal 25px/1.4em proxima-n-w01-reg,sans-serif;"},"itemFontSlideshow":{"family":"avenir-lt-w01_85-heavy1475544","displayName":"Basic Heading","style":{"bold":false,"italic":false,"underline":false},"size":22,"preset":"Custom","editorKey":"font_5","fontStyleParam":true,"value":"font:normal normal normal 22px/27px avenir-lt-w01_85-heavy1475544,sans-serif;"},"itemDescriptionFontSlideshow":{"family":"avenir-lt-w01_35-light1475496","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px avenir-lt-w01_35-light1475496,sans-serif;"},"itemDescriptionFont":{"family":"avenir-lt-w01_35-light1475496","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px avenir-lt-w01_35-light1475496,sans-serif;"},"itemFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemFontColorSlideshow":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"itemDescriptionFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemDescriptionFontColorSlideshow":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"loadMoreButtonFont":{"family":"wfont_2e5070_f6982f45f518440a8e23efaa299475ac,wf_f6982f45f518440a8e23efaa2,orig_trade_gothic_lt","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/1.4em wfont_2e5070_f6982f45f518440a8e23efaa299475ac,wf_f6982f45f518440a8e23efaa2,orig_trade_gothic_lt;"},"loadMoreButtonFontColor":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"loadMoreButtonColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"loadMoreButtonBorderColor":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"responsive":false,"isAccessible":false,"allowLeanGallery":false,"layoutsVersion":2,"selectedLayoutV2":4,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"top":"","bottom":"","left":"","right":"","width":921,"height":460,"position":"","avoidGallerySelfMeasure":true,"galleryWidth":931,"galleryHeight":465,"scrollBase":0}}
= RESULTS
SOCIAL MEDIA
REACH
48.57m (267% over target)
SOCIAL FOLLOWERS
36 500
TRADITIONAL MEDIA
REACH
40m
IMPRESSIONS
16.5m (260% over target)
CLICKS
50 000
ENGAGEMENTS
1.3m (30% over target)
YOUTUBE VIEWS
518 900
PR
RETURN ON INVESTMENT
1:37
PR VALUE
R4.7m
> RECOGNITION
2018 LOERIE FINALIST - TVC