It's there in our best moments… and in our worst. 
Cultures celebrate it, others condemn it. 
Our relationship with alcohol is ancient and complex.

As long as we’ve been selling, we’ve been advertising. We live in a time where marketing has taken up every corner of our daily lives. Fortunes are spent on making marketing smarter, more appealing, 

But how do we speak about something that has a sensible place in society, but if abused has negative personal and social impacts. 

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Fable Studio, Seven Transmedia and aware.org worked together to produce a video to introduce the concept of "The Code" to retailers, marketing and advertising representatives.