Don't reach the bottom by Y&R Moscow for Simple Wine

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Don't reach the bottom

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Industry Wine & Champagne
Media Film, Digital, Interactive & Mobile, Design & Branding
Market Russia
Agency Y&R Moscow
Released April 2017

Credits & Description

Category: Alcoholic Drinks
Brand: Simple Wine
Vice President (Simple Wines): Anatoly Korneev
Media: Experimental
Country: Russia
Advertising Agency: Y&R Moscow, Russia
Date: April, 2017
Description:
How can we educate people to drink responsibly in a country where alcohol consumption is deeply rooted in national culture?
Introducing DON’T REACH THE BOTTOM. We created 1000 wine bottles with prints on the glass. When the bottles were full, the prints were invisible, but as they were gradually emptied, scenes from the stories that showed negative consequences of alcohol abuse appeared, and the closer to the bottom, the more serious the consequences became.