‘The internet remembers’, says Drink Wise in an attempt to combat ‘silly season’ binge drinking
Responsible alcohol consumption organisation Drink Wise has launched a campaign which tells Australians that even though hangovers may only last for one day, “the internet remembers”.
Created by Clemenger BBDO Melbourne, the campaign consists of five stone statues of a woman vomiting across popular nightlife destinations in Melbourne.
In the campaign, each statue offers an augmented reality experience which shows an embarrassing drunken situation.
The campaign aims to remind Australians that once images from drunken nights out have been posted online, the internet will always remember them.
Simon Strahan, CEO at DrinkWise, said in a statement: “The way we use social media nowadays means that moments we wish we could forget can often live on digitally, and we hope that using that insight as a relevant and timely reminder will help young adults take a more moderate approach to alcohol consumption.”
Ant Phillips and Rich Williams, creative directors at Clemenger BBDO Melbourne, added: “Whether it’s a public display of urination or projectile vomiting whilst your boss holds your hair back, the internet remembers everything.
“We hope the thought of becoming a viral sensation for all the wrong reasons will encourage people to change their binge drinking habits for the better. This campaign is a stark reminder of what can happen when you don’t.”
The campaign will roll out through a partnership with Vice, street posters and an influencer campaign.
Credits:
- Client: DrinkWise
- CEO: Simon Strahan
- Marketing Manager: Nathan Kent
- Creative agency: Clemenger BBDO Melbourne
- PR: AMPR, Enthral
- CGI Production: Cadre Productions
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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Funny! And timely! Hope to see one of the statues in person.
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Why is it voiced by a Brit? annoying.
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