Alcohol has a tendency to take the user away from the important moments in their lives - through its use and the resultant health implications, you are less present in, less reactive to and less able to appreciate the moments that actually matter. Through this execution we demonstrated what people stand to miss as a result of excessive alcohol use and the health implications it has on them. This idea relies on the novelty of the execution to relay the importance of drinking less. Importantly it also translate across cultural and age groups.

Client: PAHO (Pan American Health Organisation
Creative Director: Julian Mazery,  Wessel Stoltz, Director: James Collins