Clemenger BBDO Melbourne: DrinkWise immortalises drinkers’ worst moments in bronze

“A hangover may only last a day but your reputation will be ruined forever.” Sadly the silly season too often means “silly about alcohol”. Clemenger BBDO Melbourne is continuing to support DrinkWise’s efforts to make young Australians drink responsibly.

The new campaign reminds them that The Internet Remembers what happens when they’re drunk. Once an embarrassing moment is posted online, it’s memorialised forever for all to see.

The campaign has launched with a public art exhibition consisting of five stone plinths touring multiple nightlife destinations around Melbourne across December, with each plinth containing a surprising augmented reality experience.

Once the digital experience is activated, a bronze statue depicting an embarrassing drunken situation appears on a user’s mobile screen, with a voiceover narrating the story – much like those that feature in art galleries across the globe.

DrinkWise chief executive officer, Simon Strahan, noted that the campaign has been launched as a timely reminder for young Australians to drink responsibly ahead of the festive season.

“The way we use social media nowadays means that moments we wish we could forget can often live on digitally, and we hope that using that insight as a relevant and timely reminder will help young adults take a more moderate approach to alcohol consumption.”

Clemenger BBDO Melbourne creative directors, Ant Phillips and Rich Williams, added, “Whether it’s a public display of urination or projectile vomiting whilst your boss holds your hair back, the internet remembers everything. We hope the thought of becoming a viral sensation for all the wrong reasons will encourage people to change their binge drinking habits for the better. This campaign is a stark reminder of what can happen when you don’t.”

The campaign includes a partnership with Vice, street posters and social content, beside a PR and influencer campaign. The physical exhibition will also travel throughout Australia in 2019.