This casefilm shows how we activated people in a specific relevant context to maximise the promotion of our message and to kickstart an ongoing dialogue with the target group.

Danish youth holds a sad first place in European statistics by drinking more alcohol than in any other European country. And a fact is that drinking too much when you’re a teenager dramatically increases the risk of cancer later in your life.

We wanted to reward those who goes against this drinking culture and are actually capable of partying without being drunk, just as life does.

The Gift created a buzz in the days before the event and at the actual event hours with gifts and concerts, afterwards both social and PR caught the story and documented it from lots of media made on the spot.

- 52% agree that the campaign made them consider just how damaging drinking too much alcohol can be.

- 40% says they know the message "Drink Less".

- 13% of those that has seen at least one of the campaign elements, does consider drinking less in the future.

We created a huge gift and placed it in the most busy nightlife spot in downtown Copenhagen. The Gift tests your blood alcohol level with a breath analyzer, and releases stupid, foolish gifts for those who are drunk … and rewards those who are sober with nice gifts and great experiences.