The following is a Young Lions bronze-winning presentation for a responsible drinking campaign we called #AmigoModelo ("your role-model friend") which revolved around a simple insight: while young beer lovers aren't concerned about their own excessive drinking, they do care deeply about the well-being of their friends during parties.
The idea was to celebrate the type of friend who steps up to prevent you from drinking and driving or drunk-texting your ex, who gives you a therapy session in the bathroom or buys you food so you sober up — and then to challenge everyone to become that friend.
What set our campaign apart was that influencers and content creators led the charge, because we recognized that when it comes to discussions about drinking, people don't care what brands have to say, but they do listen to their friends.
What set our campaign apart was that influencers and content creators led the charge, because we recognized that when it comes to discussions about drinking, people don't care what brands have to say, but they do listen to their friends.
