This ad campaign for the National Institute of Alcohol
Abuse and Alcoholism uses satire and humor as a
unique approach to an awareness project.
The use of vintage advertisements makes for
a set of advertisements that is not only appealing
and visually unique, but allows the audience to better
understand that what they are reading
is not a legitimate alcohol ad.
The dark comedy in the campaign allows for
some striking imagery that catches the viewer’s
attention and demonstrates the severity
that drinking can have when done in the
wrong scenarios or when done excessively.
It stands out from the competition as it
doesn’t resort to the cliche of dirty and depressing
tones to bring the point across.
As an awareness campaign, the ads are
appropriate for a wide potential of placements
and different activities outside of just the ads.
It can be placed in public spaces such as bus stops
to make a large impression on the general public.
This placement will efficiently influence many
of the people that congregate to or walk by
the bus stops. The drunk driving ad is especially
fitting for the bus stop as it encourages those
that intend to drink to seek safer forms of
transportation (taxi, bus, designated drivers, etc.).
The Facebook campaign will make the information
more accessible for those that may be easily influenced
by alcohol and that need to be informed of the horrible
outcomes that can occur as a result from it.
It will be able to make posts that are
informative but that can continue to carry
the spirit of the suave and sarcastic radio
announcer attitude that has been seen
in all the ads. It can share links to resources
like events and educational articles.
The radio ad does a great job of playing
with the medium of radio itself by emulating
imperfections of older broadcasts while
also delivering an informative message.
This piece of traditional media will inform radio
listeners on car radios and on streaming apps
like Spotify and Pandora of dangers associated
with drinking in a stylish and appealing way.
This set of advertisements delivers a bold
and memorable message with entertaining vintage
visuals that carry a smug yet humorous tone.
The decision to go vintage with this project worked
really well in the campaign’s benefit and can be popular
among audience members due to the resurgence of vintage
designs through properties like the Fallout franchise.
It has a unique personality and it will be a memorable
campaign due to its timeless design aesthetic.
Magazine mockup provided by freepik.com
Bus stop mockup provided by mockupworld.co
Radio background track "Jockers Dance Orchestra" by The Royal Vagabond
