“Drink Don’t Dumb” a message with love from SangSom.

The campaign was developed from your consumer real-life situations of being unconsciously drunk. With love, SangSom.

In the music video-style spot featuring a catchy, ungrammatical track--"Drink don't dumb," the vocals sing--a parade of partygoers demonstrates the risks of drunk-smoking, drunk-dialing, drunk-kissing, drunk-flying, drunk-peeing and drunk-shoving your coworker's face into a giant spikey durian fruit. Through all the wackiness, SangSom's admonition to young people is apparent: don't do anything you'll regret.

> The campaign has been rapidly shared with almost every comment tagging their recklessly drinking friends.

> More than 1 million Views within 3 days estimate at 0.003 CPC (Cost per View)

> Earned media Value by 100 of media investment (ROI)

> Not only in Thai, International press and publishers spread with the campaign and featured articles about the campaign such as: Creativity-Online, Campaign Brief Asia, Brand Buffet, Marketing Oops, Shazam, LS:N Global.