Introducing “Don’t Reach the Bottom”. To spread the message of responsible drinking, we used wine bottles as the main media. We produced 1000 handcrafted labelless bottles with special prints on the glass. While the bottles were full, those prints were invisible, but as they gradually emptied, scenes from the stories that showed negative consequences of alcohol abuse appeared — and the closer to the bottom, the more serious the consequences became.

The message was delivered to wine drinkers in a situation, most relevant to the topic. With the help of the largest wine distributor in Russia, we had the bottles delivered to the most popular wine stores in Moscow, and they were also suggested as complimentary drinks in wine bars. Instead of talking directly about the dangers of alcohol abuse — which would be repelling for wine lovers — we aimed at intriguing people and make them discover the message themselves.

We created 1000 handcrafted labelless bottles with special prints on the glass that matched the wine color so that the prints weren’t visible when the bottles when the bottles were full.

The artwork on the bottle was presented in the form of a vertical comic strip. The prints presented various stages of alcohol intoxication — and the consequences of it. For example, in one strip a couple were enjoying their time at the party, then went to their car, then went for a drunk drive — and as a result ended up in a deadly car accident. With each new glass a new scene opened to the viewer, and the closer to the bottom, the harsher the visual warning became.

With our non-conventional and unobtrusive approach, we’ve managed to overcome the legal restrictions and the reluctance of Russians to be educated about alcohol abuse. We have ignited discussions about responsible drinking all over Russia and internationally, touching a vast spectrum of target audience. Influencing through different opinion leaders, we’ve spoken to people directly, achieving immediate result — and our message was delivered to all social clusters: from alcohol-dependant people to managers who spend Fridays drinking socially.

Our project resulted in over 1 million impressions online, 200 000 Euro of earned media, and overall we’ve reached more than 60 million people around the world.