| Title | BE THE ARTIST |
| Brand | LION |
| Product / Service | BEER |
| Category | A16. Public Service Messages and Charities |
| Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Production Company | THE SWEET SHOP Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Andy Fackrell | DDB Group New Zealand | Executive Creative Director |
| Chris Schofield | DDB Group New Zealand | Creative Director |
| Natalie Knight | DDB Group New Zealand | Senior Writer |
| Gavin Siakimotu | DDB Group New Zealand | Senior Art Director |
| Scott Wallace | DDB Group New Zealand | Group Business Director |
| Jonathan Rea | DDB Group New Zealand | Senior Account Manager |
| David Mcindoe | DDB Group New Zealand | Planning Director |
| Judy Thompson | DDB Group New Zealand | Executive Tv Producer |
| Tania Jeram | DDB Group New Zealand | Agency Producer |
| Regan Grafton | DDB Group New Zealand | Creative Director |
| Liquid Studios | Additional company | |
| Damien Shatford | The Sweet Shop | Director |
| Lynette Gordon | The Sweet Shop | Producer |
| Andrew Stroud | Freelance | DOP |
| Fiona King | The Sweet Shop | Executive Producer |
| Ben Daily | The Sweet Shop | Senior Producer |
| Roland Brown | Liquid Studios | Music |
We took a stuffy responsible drinking message and reclothed it in a way that young drinkers would respond to. At a party a moderate drinker pranks his drunk mates and ends up having the most fun. New Zealand’s drinking culture is one of excess, and a common drunken prank in New Zealand, is to draw on people who have passed out. We used this well-known prank as the basis for our moderation message, asking people to ‘Be the artist, not the canvas’.