DrinkWise are the industry regulatory body for Australia's alcohol industry, aiming to bring about a healthier and safer drinking culture in Australia.

With the proliferation of camera phones and social media, the feats (and failures) of young Aussies are constantly documented and shared digitally. So, when they get drunk and do something embarrassing, the evidence lives often on the internet, forever.

These commercials reminded young Aussies to drink responsibly, sparing them the permanent shame of having their drunken antics shared online.

While most radio ads feature a URL as an afterthought, we flipped the script, and made our URL the main feature of our commercials, perfectly highlighting how shame can live forever digitally.

These URLs became funny cautionary tales, told in the language of the internet.

And they actually worked. If typed into a browser, you’d be taken to a site for more information about safer drinking.