Drinkwise
Animated Social Marketing Campaign
Project
Role
Client
Agency
Date
Animation
2D Animator (AE & Cel-Animation)
Drinkwise
21-19 / Flutter Films
January 2014
Drinkwise was a campaign highlighting the relatable consequences of ‘less than classy drinking’, centered around a series of 10 web films. The films were deployed across a range of social media outlets, with great results:
DrinkWise has commissioned annual independent market research to benchmark and track the attitudes and behaviours of representative samples of over 2500 18-24 year olds to assess the performance of the campaign. The results have been overwhelmingly positive for such a young campaign. Most significantly, 40% of our audience are now drinking less on a night out as a result of the campaign.
I was brought in to create 2D and drawn animation for the 10 animations.
Working with the team, I created a range of character animations, liquid cel-animated transitions, and various drawn 2D effects.
DrinkWise’s How to Drink Properly campaign has been acknowledged through numerous international advertising, creativity and effectiveness awards, including:
• WARC 2016: #19 in World’s best 100 marketing campaigns
• Business Review Weekly (BRW) Most Innovative Companies, Sydney 2015: Best Marketing Innovation
• The Jay Chiat Awards, New York 2015: Not for profit
• IAAB MIXX Award, New York 2015: Branded content
• Australian Communication Council Effectiveness Awards (Effies), Sydney 2015: Not-for-profit/Cause Related Marketing (silver) & Most Original Thinking (bronze)
• APAC Effie Awards, Singapore 2015: Youth Marketing