DrinkWise + the NRL encourage Aussies to drink in moderation in new campaign via The Monkeys
In partnership with the NRL, DrinkWise has unveiled an integrated campaign via The Monkeys Melbourne, part of Accenture Interactive, to highlight the importance of drinking in moderation and to ensure that fans won’t miss a moment of the game.
The campaign aims to promote a safer drinking culture within Australia with a little help from past and present rugby legends, Wally Lewis, James Tedesco and Tepai Moeroa.
Following the journey of a fan who wakes up the morning after a big night of drinking, the spot shows his surprise as his football heroes confront him struggling to remember what happened in the game the night before.
Says Ant Keogh, chief creative officer, The Monkeys, Melbourne: “For many, having a few drinks while watching sport is something we’ve all grown up with. We wanted to remind NRL fans what they’re there for in the first place; to put their focus on the game rather than on drinking.”
Says Simon Strahan, CEO, DrinkWise: “As part of our partnership with the NRL, we want to remind all fans that they won’t miss a moment of NRL action if they DrinkWise. This ad, in conjunction with an education program to players, is part of a larger platform to promote moderation around the game by reminding everyone about the moments that make this game great.”
The national campaign is set to roll out across broadcast, digital and will also run alongside in-stadium messaging at NRL games.
Client: DrinkWise
CEO: Simon Strahan
Marketing Manager: Nathan Kent
Agency: The Monkeys
CEO: Paul McMillan
CCO: Ant Keogh
Copywriter: Cody Naetzker
Art Director: Zenon Predecki
Strategy Director: Gareth Evans
National Head of Production: Romanca Jasinski
Producer: Katie Wellbelove
Group Content Director: Lee Lowndes & Sophie Gosper
Content Director: Spencer Ratliff
Content Executive: Jessie Roper
Production Company: Revolver/ Will O’Rourke
Director: Stephen Carroll
Producer: Kat Latour
Sound: Nylon Studios
Post Production: The Butchery & The Refinery
7 Comments
Moeroa doing something positive on the footy field? Ha! It’s clear this work was done by a Melbourne agency.
Jesus, the irony is hard to miss here
This is a missed opportunity to actually deliver content that’s interesting and engaging. Should’ve freed an arm….
Shows how much they understand the game…
Rooky mistake
The players are obviously still there and going from the night before
missed opportunity.