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    SAB knows that the holiday season is a time when inhibitions tend to go on vacation too. To remind their consumers to drink responsibly, we used … Read More
    SAB knows that the holiday season is a time when inhibitions tend to go on vacation too. To remind their consumers to drink responsibly, we used a medium that could target them at the tipping point of making a regrettable decision. Using Live Images on Facebook, we showed users a comical scenario that could spoil their summer, coupled with a message that pushed them to take action. This revealed a much worse consequence of over-consumption; a decision that won’t just spoil your holiday, but potentially your life. Read Less
    Published:
SAB knows that the holiday season is a time when inhibitions tend to go on vacation too. To remind their consumers to drink responsibly, we used a medium that could target them at the tipping point of making a regrettable decision. Using Live Images on Facebook, we showed users a comical scenario that could spoil their summer, coupled with a message that pushed them to take action. This revealed a much worse consequence of over-consumption; a decision that won’t just spoil your holiday, but potentially your life.


Credits

Client: South African Breweries
Agency: Joe Public Connect
Creative Direction: Markus Botha
Art Direction: André Lopion
Copywriting: Jared Milne
Photographer: Craig Marais
Retoucher: Simon Keeling