Young guys don't care about the long term risks of alcohol. They do care quite a lot about hooking up with girls though...
The hero film was followed by a series of content films
We also launched a series of digital outdoors in selected areas with a high bar/club density and print ad in fitness centers and on social media.
We even created a custom disposable breathalyzer (Sweetspotmåler®) and an online tool that measures whether you're within your sweetspot when drinking.