Drunk, you're a fool
Client: Bob Helsinki/ The Union of Finnish Breweries
Type of project: Campaign site
Description
We (Bob Helsinki/Valve) wanted to influence attitudes and behaviour through social acceptance and encourage Finnish youngsters to form their opinion on whether traditional binge drinking is socially acceptable or not. Our mission was to promote this message with an unembellished campaign and forge a change in people's habits. The aim with the campaign was to create a buzz regarding the social problems and health hazards associated with binge drinking in a way that's appealing to young people.
The solution
The site contained two fictional stories (male/female), in the shape of controversial 'flashback' videos of realistic situations during a night out. Additionally, links related to binge drinking, “drunk vs. sober truths”, video footage replicating celebrity-drunken-behaviour and a comment wall for users to publicly comment on the topic. Competitions were also introduced. All these elements helped to create a viral effect and consequently contributed to the desired buzz.
Awards
Health Promotion Act of the Year (The Finnish Centre for Health Promotion (FCHP)´08)
Gold (Internet focused campaigns), Bronze (Non-profit) (Effie Awards ´08)
1st Place (Moscow International Advertising Festival´08)
Bronze (New York Festivals ´08)
Best Campaign (Grand One ´08)
Honorary Mention, Best Design (Grand One ´08)
Hopeahuippu (Silver) (Vuoden Huiput ´08)
Best On-Line Campaign 2007 (SIME ´07)