Our client, Dry July is a fundraiser that encourages Australian's to give up alcohol for the entire month of July to raise money for adults living with cancer. We needed to give Australian's a compelling incentive to sign up, because frankly, asking them to give up the grog for 31 days is like asking Miley Cyrus to wear pants.

We set out to remind Australian's of a simple yet powerful truth: you can achieve anything without a hangover.

We demonstrated this in the most extraordinary way possible – by attempting to break as many world records as possible throughout July and attributing them to our sobriety, ultimately demonstrating the benefits of signing up to Dry July.

On live television, we broke the Guinness World Record for The Most Chin-Ups In 60

Seconds With an 18kg Weight Belt Attached.

We created the World's Largest Skittles Mosaic using over 50,000 Skittles.

We also broke the Guinness World Record for the World’s Largest Smoothie.

We broke the Guinness World Record for The Most Cricket Ball Deliveries Faced In A Minute.

And even the for The Fastest Time To Get Dressed In Cricket Whites.

RESULTS:

• 1,522 pieces of news coverage

• 660,000,000+ media impressions worldwide

• Opportunity for every Australian to see coverage of Dry July eight times off a media spend of just $80K.

• A record 19,600 Australians signed up.

• 5 x Guinness World Records broken.

• We raised $3,830,238 for over 37 Cancer services across Australia

Goats, nudity and big breakfasts are just some of the elements the animation director had to play with in this hilarious ode to hangovers. Harnessing the talents of a diverse group of illustrators and animators, we created a graphic, loose and heavily stylised ode to sobriety that treats a weighty subject matter in a light-hearted and playful manner.

• 1,522 pieces of news coverage

• 660,000,000+ media impressions worldwide

• Opportunity for every Australian to see coverage of Dry July eight times off a media spend of just $80K.

• A record 19,600 Australians signed up to the challenge.

• We broke 5 x Guinness World Records.

• We raised $3,830,238 for over 37 Cancer services across Australia

• 70% of coverage mentioned ‘adults living with cancer’ or a specific beneficiary service.