'Drink Right, F*ck Right' says amusing SKOL Beer campaign by Wieden+Kennedy São Paulo and Le Cube's Ralph Karam
The new campaign for responsible drinking from Brazilian beer SKOL (owned by AB InBev) brings an edgy but very realistic concept: ‘Drink Right, F*ck Right’.
To get the public's attention and build a dialogue, Wieden+Kennedy São Paulo had an insight on a subject that has never previously been mentioned in responsible drinking campaigns: sex. Those that party hard have to deal with an even harder fact – binge drinking and alcohol abuse in general leads to underwhelming sexual performance.
“Drink Right, F*ck Right is a responsible drinking campaign with an absolutely true and new insight," says Eduardo Lima, executive creative director, at Wieden+Kennedy São Paulo. "Who has never gone beyond the point? Drink Right, F*ck Right has the mission of educating everyone to drink without excess."
For the execution W+K teamed up with Landia and animation studio Le Cube. The campaign presents a funny and colourful universe, assembling a variety of party people of every sexual orientation and gender.
“It is always cool when we can play with such an edgy and cool briefing, exploring a universe that is anything but boring and common,” says Le Cube director Ralph Karam. “We created a non-stop animation with so many movements and elements to recreate the feeling of trying - and usually failing - to remember a crazy drunken night. There are more elements and movements than it’s possible to handle, not least in bed.”
Besides the animated film, the campaign also includes several offline activations, such as personalised packs that come with one bottle of water for each Skol Beats unit. The package will have only three bottles of Skol Beats and three free bottles of water, all to remind consumers of the importance of drinking water while drinking alcohol.
The initiative unfolds across nightclubs in São Paulo. For every SKOL Beats purchased, the consumer will receive a free bottle of water to stay hydrated and in control. Attractively illustrated posters, stickers, clothing, condoms, mobile and computer wallpaper are all part of the campaign.
"Our desire is to make people aware about smart consumption and the importance of this behavior at all times of day. The excess consumption of beverages is also detrimental in the relationship between people,” says Maria Fernanda Albuquerque, marketing director of SKOL.