To encourage young people in Brazil to drink more responsibly, I helped to create a campaign based on the truth that over drinking often results in bad sex, with a fun and simple message: If You Drink Right, You F*** Right. With a unique tone and visual appeal, the campaign came to life in different ways, from digital contents to product innovation to street activations.
The message got into young people’s conversations and generated a lot of buzz, having an impact on the youth’s perception about alcohol drinking. And it was recognized in creativity awards, as Cannes Lions (Film, Design), El Ojo de Iberoamerica and Sao Paulo Creative Club.
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