Lisa Soeter

The assignment was to create a campaign to reduce binge drinking. With the campaign we competed in an international contest. Eventually we did not win, but ended pretty high on that list.

 

The campaign we created is Drink Less. The concept was focused on simplicity. We realized that the message should not be, you may not drink anymore. The message had to be, you can drink but not too much. We wanted to focus on the positive side. If you drink less you will be better in bed, you will be better looking and be better at sports. During the campaign a promotion team of sexy man, woman and figureheads would go to places like gyms to communicate the message.

 

My job in this project was to collect insights, join creative sessions, and write a report. Making the campaign was very interesting. We were the target audience so we were making a campaign for ourselves. This wasn't as easy as we thought. We had to look at our selves in a different way and figure out what would make us drink less. The answer: keep is simple and pretty.