The Campaign

Here's the link for the site:



You can download the competition booklet here:





So basically, we need to create a campaign that shows what responsible party-hosting is.

Target market is 21-34 and the goal is to "encourage individuals to respect themselves and others by drinking only at an appropriate age and in a responsible manner."

The Brand character:
Progressive, exciting, charismatic and approachable with intelligent wit. Needs to be serious with the issues.

Some current campaigns -->

My two cents:
I think there's two approaches we could take to this.

First, the serious approach - how to actually be responsible.

Second, the humorous approach - what happens when you're not responsible. (Head down toilet, etc.) This would be a great opportunity to involve the work/holiday party.

I could see this taking a funny spin in that there is a group photo of all the people in the office, and each person has a line pointing to their head. Each person's caption reveals what kind of a jackass they were at the last party. Julie "The Flirt" Johnson. Max "Wears the Lampshade" Collins. Michael "Passed Out In The Bushes" Richards.

I thought of a tag that could go with it. "Under the limit, Under Control"


Finally, I'd like to do a survey and send it out to people. Questions I already have are here. What do you think I should add?

- Age
- Drinks/week
- Drinks/night
- Drinks/night at party
- Drinking games?
- Times a week playing drinking games
- Who do you usually go out with? (Friends, co-workers)
- Where do you usually go out to?

I think we could throw in a few more questions and then gather some data over a week.


That's about it for now, let me know what you think about it so far!

Cheers

Piotr