VCCP has teamed up with Saul Dibb, the director of Bullet Boy and The Duchess, to create a hard-hitting viral for the Home Office. The viral, which forms part of the government’s Know Your Limits campaign, seeks to challenge attitudes and change drinking behaviour among 18-24 year olds. It will be launched on 8th June.
Click here to view: http://www.youtube.com/watch?v=Hba3clJ9XWw
In the piece, a roving reporter approaches young people in a shopping centre during the day and asks them to act out the kinds of embarrassing, anti-social or potentially dangerous behaviour normally associated with drunkenness.
What starts off as light-hearted requests, such as singing in public or wearing a traffic cone, soon takes on a darker tone. Throughout onlookers react with shock and embarrassment to these bizarre and occasionally disturbing requests. The film then resolves with the line: ‘If you wouldn’t do it sober…’
The viral features up-and-coming comedy writer and performer John-Luke Roberts (BBC 7’s ‘Spats’; Radio 4’s ‘The News Quiz’) as the reporter.
Pre-rolls of exclusive footage will be used around popular TV programmes online to drive traffic to the viral.
Fleur Andrews, Account Director, VCCP said: “This film is not about telling young people what to do, but about making them think about their actions on a night out and appraise their behaviour.”
Lina El-Solh, Strategic Communications Advisor at the Home Office, said: “The idea of showing real-life reactions to drunken behaviour in the cold light of day effectively extends our ‘Would You Do it Sober?’ campaign message. The advert works very well as an online viral which we know is an effective route to targeting our 18-24 year old audience.
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Notes
In June 2008 The Home Office launched the first phase of this binge-drinking campaign, aimed at reducing alcohol harm amongst 18-24 year olds. VCCP produced TV adverts, print executions, radio and digital work. The campaign has picked up many awards, including Gold and Silver at the British Television Advertising Awards and the July 2008 Thinkbox.
Creds
Project name: Know Your Limits – Binge Drinking
Client: Catherine Worswick, The Home Office
Brief: Challenge 18-24 year old binge drinkers to consider the consequences of their actions
Creative Agency: VCCP
Agency Producer: Olly Calverley & Carly Parris
Copywriter: Anthony Stamp
Art Director: Richard Yates
Creative Director: Mark Orbine
Planner: Cat Wiles
Media Agency: Rubber Republic & i-Level
Production Company: Home Corp
Director: Saul Dibb
Producer: Trine Thomas
Post-production: The Mill
Editor: Struan Clay, Final Cut
Audio Post-production: Clear Cut Sound
Exposure: Online
For further information please contact Sarah Adamson, Marketing Manager, VCCP on 07709 484636 or 02075 927478.
