Winner

Skol Beats - If You Drink Right You F*** Right

Category: Smart Drinking

Winner

Binge drinking is increasing as a problem and big drinkers are usually celebrated as cool people.If it is cool to drink, the thinking goes, it is even cooler to get drunk, and people don’t think about potential consequences. Brand initiatives towards smart drinking are usually intangible. Instead,we openly challenged the notion of the supposed benefits from alcohol consumption – as sociallubricant, for instance – when drinking out of moderation. Our counter-argument brought upa negative side effect that is relevant to people, through one culturally relevant truth: too muchdrinking gets in the way of good sex.

Brand: Skol Beats
Lead Agency: Wieden+Kennedy
Zone: SAZ
Country: Brazil

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