If you want to date classy, you have to drink classy, says the next iteration of DrinkWise's "How to Drink Properly" campaign.
The campaign, by Clemenger BBDO Melbourne and MediaCom is aimed at young people and tries to encourage responsible drinking will negotiating the dating scene.
DrinkWise marketing director Simon Strahan says the evolution of the platform is an "important step" in the campaign.
“People can occasionally drink too much in awkward social situations as a way of boosting confidence - and dating can be one of the most nerve-racking experiences we face. How to Date Properly illustrates that while it is okay to drink, alcohol is not the answer to overcome nerves," Strahan says.
“Slowing their drinking and keeping count of drinks, knowing when to stop, enjoying a meal and adding water to the order will showcase their class to prospective partners – and potentially land them that second date.
The campaign, which gives tips without getting preachy, will be featured on YouTube, Tinder, Spotify, Facebook and Instagram. It also has a partnership with Pedestrian TV's new dating page.
Clemenger BBDO Melbourne ECD Ant Keogh says: "“We had a lot of fun thinking of dating fails, but we know our target will take the message on board and reflect on how to behave with alcohol when they feel terribly awkward."
“This helps set them up for learning to handle alcohol in social situations throughout their lives," Strahan says.
Credits
DrinkWise
John Scott - CEO
Simon Strahan – Marketing Director
Clemenger
Ant Keogh – Executive Creative Director
James Orr & Elle Bullen – Senior Creatives
Olivia Romas – Social & Content Creative
Will Barber – Social Strategist
Sonia von Bibra – Executive Producer
Lisa Moro– Senior TV Producer
Emma Johnson – TV Producer
Andrew Packer- Senior Editor/Animator
Allan Ngo- Digital Producer
Jess Ramsey – Digital Designer
Matt Pearce- Senior Planner
Naomi Gorringe – Group Account Director
Kate Starr – Senior Account Director
Bianca Shah- Senior Account Manager
Jacky Winter Group (Pete McDonald & Guy Shield) - Illustrations
Flagstaff Studios (Paul LeCouteur) - Sound House & Engineer
Level Two Music – Music House
MediaCom
Stephen Benrad – Group Business Director
Jelena Radinovic – Executive, Content & Connection Planning
Alexa Roach – Executive, Digital Activations & Investment
Harry McGregor – Coordinator, Digital Activations & Investment
Waitohi Wiremu – Manager, Search & Performance
Thomas Russell – Executive, Search & Performance
