AFL stars remind ‘benched’ Australians to take it easy after isolation in Drink Wise campaign

Ahead of the return of the AFL 2020 season in June, Drink Wise is reminding footy fans to stay healthy by drinking in moderation.

The ad features Collingwood coach Nathan Buckley and Richmond captain Trent Cotchin comparing the feeling of isolating at home to being ‘benched’.

The campaign was created by Drink Wise’s ‘storytelling agency’ Enthral. in December last year, the organisation awarded its creative account to The Monkeys.

The film was shot with a scaled-back production crew, adhering to social distancing regulations.

Drink Wise CEO, Simon Strahan, said in football and in life it was important to stay active and healthy whilst on the bench.

“In sport, no one likes spending time on the bench and it might feel like we’ve all been in that situation lately, but we need to stay positive and stay healthy, which means continuing to look out for one another, exercising and, if drinking, doing it in moderation.

“While the AFL is returning to training and other restrictions are easing, it’s unlikely things will go back to normal any time soon, so we want to ensure if people are stressed or anxious that they’re not tempted to turn to alcohol as a coping mechanism, but to seek help and support,” Strahan said.

Research from Drink Wise has found that 77% of Australians have maintained or increased their exercise during lockdown, 43% of parents are exercising with their kids and 13% are practising mindfulness.

Cotchin said: “Clearly everyone is challenged in different ways. I like to say a problem shared is a problem halved and the more we can share with each other, the stronger we will be as a community and come out the other side better for it.”

The first round of the AFL took place on schedule in March, but the rest of the season was postponed in the week following.

AFL teams returned to group training last week. Round two of the 2020 season will begin on June 11.

The campaign launched over the weekend and will run across TV, radio and social media until early June.


Campaign: Enthral

Drink Wise
CEO Simon Strahan
Marketing Manager: Nathan Kent

Director: Cameron Smith
Producer: Jodie Fisher
DOP: Ollie McGeary
Second Camera: Aaron Foley
Sound: Steve Jamieson
Edit: Chris Jowsey, Bobby Fonteyne
Colourist: Abe Wynen, Crayon
Composer: Lydia Davies


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