New Binge Drinking Viral Goes Live

4th June 2009

We’re excited to announce that our latest work for the Home Office is now live.

We teamed up with Saul Dibb, the director of Bullet Boy and The Duchess, to create a new hard-hitting viral seeking to challenge attitudes and change drinking behaviour among 18-24 year olds. In the short film, a roving reporter (up-and-coming comedian John-Luke Roberts) approaches young people in a shopping centre during the day and asks them to act out the kinds of embarrassing, anti-social or potentially dangerous behaviour normally associated with drunkenness.

What starts off as light-hearted requests, such as singing in public or wearing a traffic cone, soon take on a darker tone. Throughout, onlookers react with shock and embarrassment to these bizarre and occasionally disturbing requests. The film then resolves with the line: ‘If you wouldn’t do it sober...’ and the Alcohol – Know Your Limits logo.

Lina El-Solh, Strategic Communications Advisor at the Home Office, said: “The idea of showing real-life reactions to drunken behaviour in the cold light of day effectively extends our ‘Would You Do it Sober?’ campaign message. The advert works very well as an online viral which we know is an effective route to targeting our 18-24 year old audience.

Take a look at http://www.youtube.com/watch?v=Hba3clJ9XWw