The brief from the Federation of the Brewing and Soft Drinks Industry was to design a campaign that would mark a beginning of the end for glamorising binge drinking, notorious among the Finnish youth.

How? By focusing on the social acceptance aspect instead of conventional health hazard education. Is binge drinking cool or not? That was the question we wanted every 18-30 year old Finn to ask themselves and Finnish media and social communities to discuss. Visually dramatic advertising accompanied by emotionally shocking web experience were to give the finishing touch to this one the most successful alcohol awareness campaigns of all times.