Dry July turns a hangover into cancer in new campaign
The Dry July Foundation has launched its annual campaign aimed at getting more people to join and support the movement by drawing parallels between hangovers and the health of a cancer patient.
Created by Clemenger BBDO Sydney, the 45-second television commercial features a man looking extremely hungover as his friend walks in and says “Look at the state of you”.
The seemingly hungover man tells his friend he didn’t get to bed until 4am as his mate hands him an egg and bacon roll, as requested.
“What have you been doing all day?” his mate asks.
“Just watching telly,” he replies.
“Anything else your Highness?” the friend asks back.
In an unexpected turn of events, the seemingly hungover guy asks his friends to join Dry July as the camera zooms out to reveal the men are in a hospital.
“He didn’t ask for cancer, but he is asking for help, go dry this July and help the lives of people affected by cancer,” the voice over says.
The Dry July campaign challenges Australians to cut the booze for the entire month of July to help raise funds for people affected by cancer.
Brett Macdonald, Dry July co-founder and CEO, said in a statement: “We are grateful for the support and donations of those Australians who have taken part in Dry July over the past decade. We couldn’t have imagined that raising over $26.5 million was possible when we started all those years ago.
“This year we wanted the creative to remind people that taking part in Dry July is more than just giving up alcohol – it’s a chance to make a real difference to the lives of people affected by cancer all around Australia. You are not taking part in Dry July unless you are raising money or supporting someone who is,” he said.
The Dry July campaign will run across TV, social, radio, digital and out-of-home, starting this week.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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