In a market where the legal drinking age is 18, we were tasked with the challenge of convincing a young (18-24) binge-drinking audience to drink responsibly.

Binge drinking is fun and still a habit that looks cool for them. No wonder no responsible drinking campaign has been successful in cutting through the noise - no matter what the approach was. How could we be the first brand to actually make young people listen and impact their behavior towards drinking?

By acknowledging that binge drinking is not really seen as a problem, we had to find something that is even cooler for them to make them re-evaluate their behavior towards alcohol intake.

We discovered that drinking too much can get in the way of good sexual performance, both for men and women. And if being awesome in bed is the only thing that makes you cooler than drinking a lot, we would tell them by drinking right, one will f*** right as well.