Sunday, August 24, 2008

Guinness Draught - Please Drink Responsibly Dance Steps

Copy: "Start here; Don't end here"
(Empieza aquí ; No acabes aquí )


Alcohol has long been associated with enjoyment and celebration. However, as a responsible producer of alcoholic beverages, Guinness® is committed to promoting responsible drinking and combating alcohol misuse.
The best way to interact with a consumer when they're enjoying a night out is not through stern messaging but rather through an entertaining platform that will drive the message, that alcohol should not be abused.
The mat mimics the drunken lurch of someone who had consumed too much alcohol, disguised as dance steps. The floor mat was then placed at entrances/exits to bars/pubs to remind drinkers to be more responsible when consuming alcohol.
(El alcohol ha sido asociado durante mucho tiempo con el disfrute y la celebración. De todos modos, como un productor responsable de bebidas alcohólicas, Guiness® esta comprometido a promover el consumo responsable y combatir el abuso del alcohol.
La mejor manera de interactuar con un consumidor cuando esta disfrutando de la noche no es a través de mensajes severos sino por medio de una plataforma divertida que conlleve el mensaje de que no debe abusarse del alcohol.
La alfombrilla, representa el tambalearse de alguien que ha consumido demasiado alcohol, a modo de pasos de baile. La alfombrilla fue colocada en las entradas/salidas de bares/pubs para recordar a los bebedores que han de ser mas responsables cuando consuman alcohol
)



Agency: Saatchi & Saatchi, Cape Town, South Africa
Creative Directors: Anton Crone & Keith Christian
Art Director: Gareth Cohen
Copywriter: Rolf Fitschen

Released: March 2008

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