marmalade film & media productions

Think How You Drink


Think How You Drink campaign

We were commissioned by Diageo to develop a creative solution to target a hard to reach audience across multiple channels and global territories.

We wanted to steer away from the preachy or shocking route for this audience and use humour to motivate people to share the viral across social media channels. Our aim was to generate organic hits and raise awareness of responsible drinking virally.

Our creative focused on the subject of social shame amongst the key target age group of 18 – 24 year olds. We created a comedy viral video featuring some of the funniest drunken walks shared online. The footage was shot and downgraded to give the authenticity of camera phone and CCTV footage.

The campaign was supported by Diageo’s brands including Guinness, Smirnoff and Captain Morgan across Western Europe.

As well as creating and producing the content we designed and created branded YouTube and Twitter channels for the campaign.

Within a month the campaign had over 1 million views. It was featured in press online globally and was Campaign’s “Ad of the day” and most popular on YouTube. It was also retweeted by the NHS.