Drink Wise appoints The Monkeys as creative agency of record
Drink Wise has appointed The Monkeys as its creative agency of record.
The appointment follows the ‘You won’t miss a moment if you DrinkWise’ campaign that The Monkeys created earlier this year on a project basis. The campaign launched at the start of the 2019 NRL season, with past and present rugby league stars Wally Lewis, James Tedesco and Tepai Moeroa appearing in the home of an NRL fan, who missed out on watching an exciting game because he had too much to drink.
Drink Wise is a not-for-profit organisation aiming to create a safer and healthier drinking culture in Australia. It was established in 2005 by the alcohol industry, and is funded by the likes of Diageo, Campari, CUB, Coles Liquor, Lion an d Coca-Cola Amatil.
The Monkeys’ CEO, Paul McMillan, said in a statement: “Drink Wise has been spear-heading positive behavioural change in this country for nearly 15 years, and in that time they’ve created some groundbreaking work that has made a genuine impact.
“We are excited to be able to help them with this important challenge, and collaborate with an organisation that is brave enough to push for provocative work.”
Drink Wise CEO, Simon Strahan, said this marked the official beginning of the two entities’ relationship.
“We have already made some great work with The Monkeys, but this marks the ‘official’ beginning of our relationship with The Monkeys as our lead creative agency,” Strahan said.
“The Monkeys agency is at the forefront of innovative creative and strategic business solutions and has a proven track record of producing effective work that creates behavioural change.
“Our mission is ambitious, and we are excited to have both the creative talent of The Monkeys and the digital force of broader Accenture Interactive now behind us.”
In November, co-founder and group CEO of The Monkeys, took on the additional role of lead for Accenture Interactive Australia and New Zealand, and co-founders Justin Drape and Scott Nowell also stepped into additional roles as co-chief creative officers for Accenture Interactive Australia and New Zealand, whilst also fulfilling their roles as The Monkeys’ group CCOs.
The Three Drunk Monkeys?
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This is handy as they can promote Ashahi on the one hand and then promote people not drinking too much of it at the same time.
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You think having an alcohol client should exclude an agency from having the DrinkWise account?
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Far from it! Drinkwise is funded by the big alcohol companies.
Keeps things in the family if they can all work together.
What a joke.
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Shouldn’t alcohol companies be required to fund something like DrinkWise? Or are you saying that they are ‘in cahoots’ and they use their influence as a funder to sway decisions, the work etc, to their commercial and strategic advantage?
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Yes, alcohol advertisers should be required to fund something like Drinkwise.
But their CEO’s shouldn’t then sit on the board of Drinkwise and pull the strings.
Again, what a joke.
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Didn’t know that.
Pretty suss. Should be independent
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Not at all.
It’s just advertising, we all know almost every agency will pretty much take any work that’s legal. Want someone to shill your pay day loan company? Let’s put a guy in a rabbit suit to make it sound fun and easy. Just don’t mention the ASIC action. Make alcohol look sext and fun? Any agency will do that.
One day you’re selling the booze one day you’re selling don’t drink booze. It’s all part of the game. It’s the backslapping awards and the hilarious belief that any of these campaigns are in anyway really very creative that’s the sad part.
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DrinkWise board is 50% industry – 50% non-industry. And they put millions of dollars towards safer drinking habit messaging.
Would the better alternative be for DrinkWise to simply not exist? They don’t have to do it.
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Industry self-regulation is nothing more than an attempt to reduce the likelihood of real Government regulation.
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‘And they put millions of dollars towards safer drinking habit messaging.’
Because it’s something they really care about and have a strong moral commitment to?
ha!
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Maybe they do care, maybe they don’t care. That wasn’t the point. The point is they are promoting a safe drinking message with millions of dollars, that people actually see.
Is the better solution that they don’t push responsible drinking messaging?
Or should we get the government regulating them… and regulating them to do what exactly? Ban alcohol advertising?
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