brief: To create an advertising campaign and collaterals for NIMHANS( National Institute of Mental Health and Neurosciences, India).
theme: to discourage alcohol abuse and instead promote drinking in moderation amongst young people.
Extensive qualitative and quantitative research was conducted among students between the gaes of 16 and 25 which led to development of a target appropriate advertising strategy based on the findings.
The key insight used in this campaign is that nobody arpreciates bad drunks.
These are the Five characters our team has designed to represent the embarrasing bad drunks who you are most likely to run into at a party.Collaterals : Include T-shirt merchandise as well as other products like coasters and paper bags, shot glasses that can be sold at pubs, bars and liquor stores.Info-graphics are for medical centers, Doctor clinics as well as posters for bars and pubs.
