Header Image: collage of print ads.
Less is beautiful. Less saves you the headache and the damaged car. To illustrate how beautiful less alcohol can be we took a closer look at one single drop of alcohol. 

Behind the campaign:
When it came to road safety in Singapore and Malaysia alcohol was still a huge problem. The number of road violations had increased during the last two years and both markets were in need to change the way of how to talk about the social issue of drinking and driving. Past print ads showcasing separated body pieces or family members now left behind hadn't approached the main target audience who were in the early twenties. Together with Automobile Association Singapore (AAS) we created a variety of nine print ads but this time the tonality was different. 
Our communication got published in popular magazines of our target audience , billboards close to bar streets and next to clubs, as well as on social media platforms and blogs. To date, our communication has received tremendous response. The idea of 'Alcohol being beautiful in small amounts' hit the nail on the web. For the first time a brand spoke in a human and understanding tone and started a genuine conversation. 

It also hit the nail at the international award shows
6 x Silver at Spikes Asia - Campaign
8 x Bronze Cannes Lions - Outdoor
2 x Bronze at Creatives Circle Award - Billboard
14 x Shortlist Cannes Lions - Design & Use of Photography



Scroll down to discover 
all the ins and outs!


Vodka! 
As seen under a microscope.
Campaign Visual : Print ad of crystallized Vodka.


Tequila
As seen under a microscope.
Campaign Visual : Print ad of crystallized Tequilla.


Dirty Martini, Red Wine,
Rose & Sake! 

As seen under a microscope.


Dark Ale
As seen under a microscope.
Campaign Visual  : Print ad of crystallized Vodka.


Irish Beer
As seen under a microscope.
Campaign Visual : Print ad of crystallized Irish Beer.


Pina Colada! 
As seen under a microscope.
Campaign Visual : Print ad of crystallized Pina Colada.

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