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Examples: GUINNESS, GUINNESS DRAUGHT, South Africa, Saatchi & Saatchi South Africa

Ads Archive / Print, DM, Ambient, Outdoor ads

Guinness Draught - Please Drink Responsibly: Dance Steps

Prints, Outdoor, Ads Guinness Draught - Please Drink Responsibly: Dance Steps, GUINNESS DRAUGHT, Saatchi & Saatchi South Africa,
See full size 1400x990 px
Released: March 2008
Advertiser: GUINNESS GUINNESS
Brand name: GUINNESS DRAUGHT GUINNESS DRAUGHT
Agency: Saatchi & Saatchi South Africa Saatchi & Saatchi South Africa
Country: South Africa South Africa
Category: Public health & safety Public health & safety
Tags: outdoor outdoor
ambient ambient

Credits:

Start Here; Don't end here
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, home.

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.

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