Finns are notoriously heavy drinkers. The brief from the Federation of the Brewing and Soft Drinks Industry was to create a new generation alcohol awareness campaign that would take the glamour out of binge drinking among the Finnish youth.A new generation integrated campaign with heavy emphasis on on-line presence, was created.The thought provoking print, outdoor and film material with engaging web experience effectively challenged individuals, Finnish media and the whole society to question themselves: how cool and socially acceptable excessive drinking really is?Result: one of the most successful campaigns of its kind ever.

We wanted to expose the obvious contradiction between the supposedly cool way celebrities drink and the truth behind this intoxicating image.

During the first campaign wave in September 2007, print, outdoor and online media were used to direct people to the brutal and graphically realistic campaign website. The resulting massive debate was amplified through the different actions that channeled the viral effect online.From October onwards, a YouTube-style film was screened on digital billboards, campaign website, screens in nightclubs, and the youth music TV channels.Strong PR involving local front-line celebrities plus on-premise presence completed the campaign.