Our objective was to change behaviour, so we knew that we couldn’t just shine a light on the issue, we needed to create something with real impact. We’re well known for creating video with real purpose, so we loved the challenge.
The concept we developed was called The Aftermath. We jump into the story part way through. We see a man in a train station toilet talking to himself in the mirror after something dramatic has happened.
The tagline we came up with was: ‘Having a drink can cost more than you think.’