CONCEPT 01
BRIEF:
Our task was to come up with a print idea that focuses on normalizing the choice not to drink, especially when our options include such a great dark beer as the Guinness Zero.
PROBLEM:
At social gatherings, non-drinkers are often subject to mockery and judgement, which is why many feel the need to come up with an excuse.
INSIGHT:
However, it is not an excuse if it’s true. Often you have valid and relatable reasons not to drink, and you can be honest about it.
IDEA:
Heavy drinking can easily lead to bad decisions, and even partial or complete blackouts. If you don’t want that experience, then don’t have it.
CONCEPT 02
TASK:
To come up with a print/OOH idea that focuses on normalizing the choice not to drink alcohol, and stops the endless line of lame excuses.
PROBLEM = PEER PRESSURE
In Hungary, drinking is expected at most social gatherings, and anyone who decides not to drink is constantly questioned and pressured by their peers.
INSIGHT:
But if you are old enough to drink, then you are also capable of deciding for yourself whether you want to drink or not.
IDEA:
Most people have a multitude of excuses for why they won’t drink at a social event. But you don’t need them – it’s your choice.
