Responsible Drinking - "The Choice is Yours"

AMV BBDO

AMV BBDO London, Regno Unito

3503

Titolo	The Choice is Yours
Agenzia	AMV BBDO
Campagna	Responsible Drinking - Diageo Ltd
Cliente	Diageo
Marca	Responsible Drinking
Data di Prima Diffusione/Publicazione	2007 / 8
Settore	Anti-Drug/Alcohol/Tobacco Message
Slogan	A night to remember ? Or one to forget ?
Trama	Diageo seeks to be a leader in promoting the responsible consumption of alcohol. With the The Choice is Yours campaign - part of our wider responsible drinking strategy to transform consumer attitudes to alcohol - we are seeking to use our marketing expertise to build on existing information & awareness raising activities, by focussing on consumers attitudes to alcohol. This strategy is grounded in the belief that a sharp focus on transforming such attitudes will reinforce existing responsible behaviour by the majority of consumers as well as encourage those with risky drinking behaviours to re-evaluate their attitude to misuse.
Problema	Diageo is committed to driving positive change in consumer attitudes and drinking behaviours. The The Choice is Yours campaign - and our wider A2A strategy - seeks to transform consumer attitudes to alcohol in the belief that this will influence the perception and treatment of alcohol by consumers.
Tipo di Media	Stampa e stampati
Art Director	Mike Hannett
Copywriter	Dave Buchanan