| Title | Children's drinking experiences |
| Brief | Alcohol awareness campaigns are tricky because the target group, aka "most people", often think it doesn't concern them and don't pay them any attention. Therefore, we implemented our message where their attention is at its highest: in wine reviews. Together with our "winefluencer", Norway's top wine reviewer Sara Døscher, we created online wine reviews with a twist: incorporating how children perceive adults' drinking. Using familiar wine terminology, we highlighted their experiences e.g., "a touch of sarcasm" and "bedtime that is forgotten". Across social media and in native ads and print, Sara's popularity and integrity added extra traction to the core message.Also, we posted wine reviews from the children's perspective in Vinify (wine app), accompanying the same wines Sara reviewed there. |
| Agency |
Hyper
|
| Campaign |
Children's drinking experiences
|
| Advertiser |
alcohol awareness organization
|
| Brand |
Av og til
|
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