No more regrets
Problem
People enjoy drinking beer, and switching to non-alcoholic beer feels like a waste of money; this stigma remains in people's minds.
Insight
The negative effects of drinking are countless. When drunk, 79% of people regret what they did.
Idea
With Partake you won't have any more regrets.
Finding the human truth in the insights may help create amusing advertising campaigns since people are funny beings. We decided to use the round-robin strategy for brainstorming because we wanted to develop a campaign that was entertaining and grounded in human reality. This led us to discover that we all had unpleasant after-drinking repercussions. And we developed a series of advertisements that focused on utilizing Partake to prevent these repercussions. We wanted the advertisements to be simple and typography-based so that the copy could speak for itself.
Art Director: Ravijeet Doctor