YouTube | Instagram | Out of Home

How do you get parents to prevent adolescents from drinking alcohol underage?
This campaign is one answer.

We knew that parents were feeling the pressure when it comes to their kids wanting to drink underage. Parenting is a deeply personal experience that can be awkward to broach, so we had to find a way in that didn’t make anyone feel judged.

This idea was written in the stars (I can’t resist a pun sometimes).

We used the galaxy itself as an allegory for the wonders of the young brain.

The campaign spanned socials, digital and out of home.