Or Yarok Promo, Case study THE MORE YOU DRINK- THE LESS YOU SEE by Acw Grey Tel-Aviv

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Industry Traffic safety
Media Promo & PR, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Creative Director Shani Gershi
Art Director Itzik Cohen
Released December 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ORYAROK
Agency: ACW GREY
Date of First Appearance: Dec 12 2010
Entrant Company: LEAD, Tel Aviv, ISRAEL
Chief Creative Officer: Yonatan Stirin (ACW Grey)
Creative Director: Shani Gershi (ACW Grey)
Art Director: Itzik Cohen (ACW Grey)
Account Supervisior: Galit Ben Yehuda (LEAD)
Media placement: Beer Coasters - Bars - 12.12.10

Insights, Strategy & the Idea
Our objective: raise awareness to the dangers of drunk driving.
Our target audience: Every year dozens of young drivers are killed due to drunk driving. Hence, we decided to target young drivers who drink outside their home, and are less aware of the alcohol's gradual affect on their bodies.
Insight: inexperienced in drinking and in driving, the young are often overconfident in their abilities, and underestimate the real effects of alcohol on their driving.
We decided to demonstrate how alcohol effects them as they drink (and before they drive), and to make it relevant, we decided to do it while their drinking in the bar.

Creative Execution
Our creative solution: we created special beer coasters as a leading medium to convey our message. We stamped the coasters with the message "the more you drink – the less you see" using special ink, which goes through a chemical process, slowly blurring the words, when a cold glass of beer is placed on it. As time passes and the beer glass empties the words get harder to read. To ensure the message is understood, and to assure the audience that the blurred words are not due to a printing fault, the Or Yarok logo on the coaster remained the same as the message blurred.

Results and Effectiveness
With no budget at all we couldn’t manufacture the coasters ourselves, so we decided to enter our idea into a coaster manufacturer's competition. The idea was found not only brilliant, but also worthy of its cause. It won first place - the prize? 90,000 coasters manufactured and distributed at bars around Israel for free, thus spreading Or Yarok's message as the coasters are used under every beer served to a young drinking Israeli.