Cannes Lions

Drink Right, F*** Right

WIEDEN+KENNEDY, Sao Paulo / AB INBEV / 2019

Case Film
Case Film
Case Film

Overview

Entries

Credits

Overview

Background

Skol Beats, the most beloved alcoholic beverage in Brazil, assigned us to come up with an idea that could convince young people to drink responsibly.

Idea

We came up with an argument young people couldn't ignore: overdrinking gets in the way of good sex. We made a movement out of it, called "Drink Right, F*** Right", and spread our message all over the country.

Strategy

The message from this campaign already had a high PR potential. So our strategy was to keep the conversation going for as long as we could. And we did that by dividing the assets of the campaign, with separated PR moments.

Execution

The movement’s launch film sparked the conversation on YouTube. Anitta, the #1 celebrity in Brazil, shared a personal story about failing in bed after overdrinking and spread the news about Drink Right, F*** Right. Other celebrities and influencers did the same.

Posts, Whatsapp stickers and branded content, in partnership with the main vehicles in the country, helped us spread the movement as well.

And to spice up the conversation even more, we created Sutra Fail: a guide of non-sexual positions drunk people end up doing. We came up with 20 positions and took over social media with them, creating different posts, Instagram mosaics and even a physical book, that was handed to other key influencers.

Outcome

Drink Right, F*** Right became the most talked about campaign in Skol Beats’ history. It reached a total of 39.4M People (75,8% of young brazilians [20-34]) and got more than 194.000 PR Mentions.

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