DrinkWise reminds Australians that ‘The Internet Remembers’ in new work via Clems Melbourne
DrinkWise and Clemenger BBDO Melbourne have launched a campaign for the responsible drinking organization titled ‘The Internet Remembers’.
Launched to coincide with the Christmas party season, the campaign has been developed to encourage young Australian drinkers to adopt a responsible attitude to alcohol by reminding them that The Internet Remembers what happens when they’re drunk. After all, once an embarrassing moment is posted online, it’s forever memorialized for all to see.
The campaign launches via a public art exhibition consisting of five stone plinths touring multiple nightlife destinations around Melbourne across December, with each plinth containing a surprising augmented reality experience.
Once the digital experience is activated, a bronze statue depicting an embarrassing drunken situation appears on-your mobile screen, with a voiceover narrating the story – much like those that feature in art galleries across the globe.
DrinkWise CEO Simon Strahan says the campaign has been launched as a timely reminder for young Australians to drink responsibly ahead of the festive season.
Says Strahan: “The way we use social media nowadays means that moments we wish we could forget can often live on digitally, and we hope that using that insight as a relevant and timely reminder will help young adults take a more moderate approach to alcohol consumption.”
Says Ant Phillips and Rich Williams, creative directors, Clemenger BBDO Melbourne: “Whether it’s a public display of urination or projectile vomiting whilst your boss holds your hair back, the internet remembers everything. We hope the thought of becoming a viral sensation for all the wrong reasons will encourage people to change their binge drinking habits for the better. This campaign is a stark reminder of what can happen when you don’t.”
The campaign rolls-out across a partnership with Vice, street posters and social content alongside a PR and influencer campaign, with the physical exhibition travelling across Australia in 2019. You can find out more at www.drinkwise.org.au.
Client: DrinkWise
CEO: Simon Strahan
Marketing Manager: Nathan Kent
Creative agency: Clemenger BBDO Melbourne
PR: AMPR, Enthral
CGI Production: Cadre Productions
11 Comments
Awesome work.
Well done to everyone involved.
Well done
Nice one!
So hot right now
Make me want to spew
and put up a QR Code.
Brilliant, clean, clear idea: statuesque.
http://picturesofpeoplescanningqrcodes.tumblr.com/
Whilst i like the idea/strat, I just think putting barriers up to the right people actually seeing it is wrong. But hey, will win a few awards and that is far more important the wellbeing of the kids.
Do you travel much?
Got a better way of activating across devices that is inclusive?
Didn’t think so.
Apologies for having an opinion.
As I said. I like the strat. Its a good insight but expecting kids to go through that just to view a virtual statue to then make them think about the social consequences of drinking. Please.
As usual an agency trying to jam an execution into an idea rather than thinking about the end user.
But what would you expect from an industry bent on awards and an industry funded client?
BTW the link on ‘view the concept’ seems broken.