This fully integrated campaign challenges 18-24 year olds to think about the consequences of drinking to excess on a night out. We didn’t want to tell them what to do, so we asked a question, leaving our audience to decide for themselves what kinds of behavior they consider acceptable.

The question: ‘You wouldn’t start a night like this, so why end it that way?’ was at the heart of all the work, from the TV spots, press and radio to a fake fashion store in Covent Garden.

AWARDS

2010 Campaign Photo Awards

Gold Multi-Image Campaign (joint winner)

'Know your limits' Photographer: Jason Hindley

2009 BTAA – Gold – Best 30-59 Second TV – Binge Girl

2009 BTAA – Gold –Public Service Advertising – Binge Girl

2009 BTAA – Silver – Best 30-59 Second TV – Binge Boy

2009 BTAA – Silver – Public Service Advertising – Binge Boy
2009 Cannes Lions – Film for Public Health and Safety – Binge Girl
2009 D&AD – In book – Integrated campaign – Home Office Anti-Binge Drinking

2009 D&AD – In book – TV Commercials 21-40 Seconds – Binge Girl & Binge Boy
2009 One Show – Merit – Public Service / Political Television – Binge Male
2009 Creative Circle – Silver – Best Public Service Commercial – Binge Girl

2009 Creative Circle – Bronze – Best Public Service Commercial – Binge Boy

2009 Creative Circle – Bronze – Best idea in 40 seconds – Binge Girl

2009 Creative Circle – Bronze – Best Direction – Binge Boy
2008 Thinkbox Award (July) – Binge Girl and Boy

FIlm Details

Director: Vince Squibb

Producer: Spencer Dodd
Production Company: Gorgeous
Editor: Paul Watts
Editing House: The Quarry