YOU CAN ACHIEVE ANYTHING WITHOUT A HANGOVER

TitleYOU CAN ACHIEVE ANYTHING WITHOUT A HANGOVER
BrandDRY JULY
Product / ServiceCANCER SUPPORT
CategoryB04. Charities, Public Health, Safety & Awareness Messages
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA
Production Company TOYBOX Auckland, NEW ZEALAND

Credits

Name Company Position
Paul Nagy Clemenger BBDO Sydney Executive Creative Director
Ben Clare Clemenger BBDO Sydney Deputy Creative Director
Brendan Willenberg Clemenger BBDO Sydney Deputy Creative Director
Simon Gibson Clemenger BBDO Sydney Planner
Cate Stuart/Robertson Clemenger BBDO Sydney Group Account Director
Emma Harrison Clemenger BBDO Sydney Senior Account Director
Janice Zets Clemenger BBDO Sydney Agency Producer
Anthony Tiernan Clemenger BBDO Sydney Sound Engineer
Brett MacDonald Dry July CEO
Libby Teale Dry July Marketing Manager
Ellie Williams Dry July PR Manager
Andrew Newland Dry July Animation Director
Nanette Miles Dry July Producer

The Campaign

Dry July is the fundraiser that encourages Australians to give up alcohol for the entire month of July to raise money for adults living with cancer. We needed to give people a compelling incentive to sign up beyond the fact they’re raising money for people living with cancer wasn’t reason enough. So, we set out to remind Australians that they can achieve amazing things without a hangover. To do this, we broke a world record every week and attributed them to our sobriety. Backed by a host of celebrity ambassadors, sports personalities, and hundreds of Aussies, we broke 5 Guinness World Records including the World’s Largest Smoothie and the Most Cricket Ball Deliveries Faced In A Minute. Over the course of the month, we encouraged a record 25,000 Australians to sign up to Dry July. Most importantly, we raised an astounding $4.5+m for 37 different cancer services around the country making it the charity’s biggest ever year.

The Brief

Our goal was threefold - we needed to raise awareness of the charity as well as raise money for the charity. And the only way to achieve both was to give Australians a compelling incentive to sign up to the cause, because frankly, asking them to give up the grog for 31 days is like asking Miley Cyrus to wear pants.

Results

• 1,522 pieces of news coverage • 660,000,000+ media impressions worldwide • Opportunity for every Australian to see coverage of Dry July eight times off a media spend of just $80K. • A record 19,600 Australians signed up to the challenge. • We broke 5 x Guinness World Records. • We raised $3,830,238 for over 37 Cancer services across Australia • 70% of coverage mentioned ‘adults living with cancer’ or a specific beneficiary service.

Execution

On live television, we broke the Guinness World Record for The Most Chin-Ups In 60 Seconds With an 18kg Weight Belt Attached. We created the World's Largest Skittles Mosaic using over 50,000 Skittles. We also broke the Guinness World Record for the World’s Largest Smoothie. We broke the Guinness World Record for The Most Cricket Ball Deliveries Faced In A Minute. And even the for The Fastest Time To Get Dressed In Cricket Whites.

The Situation

There’s no denying that alcohol is a big part of Australian culture. Absenteeism and productivity declines related to alcohol use cost the Australian economy $26 billion per year. Our client, Dry July is a fundraiser that encourages Australians to give up alcohol for the entire month of July to raise money for adults living with cancer. We needed to give Australians a compelling incentive to sign up, because frankly, asking them to give up the grog for 31 days is like asking Miley Cyrus to wear pants.

The Strategy

We set out to remind Australians of a simple yet powerful truth: you can achieve anything without a hangover. We set out to demonstrate this in the most extraordinary way possible – by attempting to break as many world records as possible throughout July and attributing them to our sobriety, ultimately demonstrating the benefits of signing up to Dry July.