Client: Diageo

Agency: Craik Jones

I can’t claim to have stopped students drinking. But research carried out before and after the campaign showed that we had at least educated them. They knew how many units of alcohol they were drinking, and how to cut down (a bit) on a night out.

"Great work guys – really works for me in a language that fits the target audience well." Benet Stay, MD, Diageo UK.

Media: Ambient, including beer mats, scratch cards, bottle labels and stickers