Responsible Drinking - "The Choice is Yours"

AMV BBDO

AMV BBDO London, Reino Unido

3504

Título	The Choice is Yours
Agencia	AMV BBDO
Campaña	Responsible Drinking - Diageo Ltd
Anunciante	Diageo
Marca	Responsible Drinking
Fecha de primera difusión/publicación	2007 / 8
Sector Empresarial	Concienciación social sobre drogas / alcohol / tabaco
Lema	A night to remember ? Or one to forget ?
Sinopsis	Diageo seeks to be a leader in promoting the responsible consumption of alcohol. With the The Choice is Yours campaign - part of our wider responsible drinking strategy to transform consumer attitudes to alcohol - we are seeking to use our marketing expertise to build on existing information & awareness raising activities, by focussing on consumers attitudes to alcohol. This strategy is grounded in the belief that a sharp focus on transforming such attitudes will reinforce existing responsible behaviour by the majority of consumers as well as encourage those with risky drinking behaviours to re-evaluate their attitude to misuse.
Problema	Diageo is committed to driving positive change in consumer attitudes and drinking behaviours. The The Choice is Yours campaign - and our wider A2A strategy - seeks to transform consumer attitudes to alcohol in the belief that this will influence the perception and treatment of alcohol by consumers.
Medio	Prensa y publicaciones
Director artístico	Mike Hannett
Responsable de conceptos / redactor	Dave Buchanan