Kram records special track for anti-drinking campaign from Hello Sunday Morning

Spiderbait drummer Kram stars in a new ad for not-for-profit organisation Hello Sunday Morning which offers people access to a free online program to help people reduce their drinking and reclaim their weekends.

Created by Sydney creative consultancy by Chris + Geoff the new campaign features Kram, who recorded a track specifically for the ad, smashing out a drum solo on the cliffs of Botany Bay as the sun rises while other people go for a run or a surf.

The campaign features a short film which is then broken down into shorter videos and is supported by Hello Sunday Morning’s first app which aims to change people’s attitude to drinking by “pushing” a weekly challenge for them to complete on a Sunday morning.

Founder Chris Raine said in a statement: “We want the video to encourage people to question their attitudes to alcohol and embrace an awesome Sunday morning, rather than hide under the doona with a hangover.

“It is directly supported by our new app, designed to change drinking behaviour in as little as two minutes a week. It’s all about building a world where drinking is a choice, not an expectation and where we have fewer hangovers and more brilliant Sunday mornings.”

Commenting on the campaign’s message Kram said: “I see it as saying every day is yours to do as you want. It’s about freedom as much as anything else. To one person it might be to climb a mountain, to another to just hang out and chill. Both have meaning for me.”

The ad was produced by GetGeorge’s George Saada, who also worked on the Qantas ‘Feel Like Home’ campaign and said this ad was inspired by his Qantas work: “It is a positive and upbeat piece of work that explores a side of emotion – happiness and joy – that no other anti-binge drinking ad has done. Hopefully that means it works and we can change our binge drinking culture.”


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