Client: GUINNESS ANCHOR
GAB strives to take the lead in creating a more positive role for alcohol in society by helping consumers understand the nature and effects of alcohol.
In 2012, we launched the “Drink Sensibly” CSR campaign, with the objective to educate consumers to celebrate sensibly during the year-end festive season, and establishing it as an annual event moving forward.
Target young adults so they mature with the understanding that staying within the limits allows you to enjoy any social drinking occasion.
‘Drink Sensibly’ as a campaign was created to steer this thinking. This idea built on the message that you could only have a good time if you stayed within your limits by practicing sensible drinking. We created the Identity and all the communication, from events to mobile apps, to educate in an entertaining and more engaging way.