Diageo spreads a festive message of moderation
A NEW global campaign encouraging people to drink responsibly during the holidays – while also enjoying the best of the season’s festivities – has been launched by Diageo and its world-leading vodka brand, Smirnoff.
The ‘Drops of Advice’ campaign encourages people to ‘be wildly responsible’ over the party season, via six digital animations, stills from the animations as print options and pop-up bars across the world.
The six ‘drops of advice’ are:
•‘When drinking, food is your friend’;
•‘Avoid top ups’;
•‘Dance freely, drink responsibly’;
•‘Keep an eye on your friends’;
•‘Stay hydrated’;
•‘It’s okay to call it a night’.
The videos, now featuring on Diageo’s and Smirnoff’s social channels, were created by award-winning Venezuelan animator, Igor Bastidas, whose distinctive visual illustrations help bring the campaign animations to life.
Speaking about the campaign, Igor said: “I wanted to capture the energy of a diverse group of people who are making the right decision to moderate their drinking in a wholly original and enthusiastic way that is also ‘Wildly Responsible’.
“In my work, I choose to be disruptive by using simple and straight narratives, and I think that it is reflected in these videos in an entertaining way.”
Global Director of Diageo in Society, Kate Gibson, said: “Drinking in moderation is key all year round, but this year’s campaign, while fun and playful, is a reminder that small changes can help you celebrate in a ‘wildly responsible’ way.”
Global Smirnoff Senior Vice President, Stephanie Jacoby, added: “We know the holidays are an important time for people to get together and enjoy the good times and we want to ensure we’re encouraging people to do that in responsible ways while maintaining the fun, vibrant attitude we’re famous for – encouraging our consumers to be wildly responsible.”
In line with last year’s festive campaign by Diageo, ‘Know When To Stop’, this year’s activation will also signpost adults to DRINKiQ – a dedicated responsible drinking website available in multiple languages that provides information and practical advice on alcohol, alongside a range of resources to encourage moderate consumption.
Under Diageo’s 10-year sustainability plan, ‘Society 2030: Spirit of Progress’, the company has the stated ambition of reaching one billion people with ‘messages of moderation’ by 2030.
