If you drink, ask for water
Strategy, Creative Conceptualization, Production, Conversation, Social Listening.
Campana de Oro,, Effie Latam Finalist,, Ojo de Iberoamérica Finalist.
Both experts and consumers agree, “moderation” is subjective, completely dependent on a drinker’s ability to know and understand their own limits accordingly. “Moderation” is not easily quantified. It depends on the physical and mental characteristics of the consumer, the occasion, and the social and environmental context (ABI Stakeholder Research, 2015).
We took a responsible habit that wasn’t firmly rooted in the society and made it culture.
We want leisure and enjoyment moments to be memorable and not overshadowed by alcohol abuse. We launched “if you drink, ask for water”, a social movement by AB InBev that seeks to change the culture by inviting people to ask for water when drinking alcohol.
came from earned media.
in only two months.