The Campaign

Less is More. Less saves you the headache, the broken leg and the damaged car. Not only does the old adage rings true in the context of the topic of drink-driving, but it takes an unexpected truth: less is not only more, less is beautiful. To illustrate how beautiful the moderate consumption of alcohol can be, we took a closer and unusual look on different alcoholic liquors, cocktails and beers consumed by youth, and used the result to communicate our insight and our idea: “Alcohol. Beautiful in small amounts”.

Creative Execution

Using pioneering techniques of crystallization and photomicrography, research scientist Michael W. Davidson developed photographic images of alcoholic beverages under a polarized light microscope. A single drop of various crystallized alcoholic beverages – liquors, wines, beers and cocktails – resulted in images that are spectacular and abstract in the most unique way. These became stunning visuals in our ads to communicate the insight and idea: “Alcohol. Beautiful in small amounts

Indication of how successful the outcome was in the market

A range of 8 ads based on the most frequent alcoholic beverages consumed by young Singaporeans were created, generating an immediate and unprecedented engagement from the notoriously hard-to-reach young audience... as well as the older audience. The simple yet surprising and arresting visual treatment successfully managed to break the genre ‘s conventions, and to start the right conversation about the right consume of alcohol.

People have been increasingly immune to the usual scare-tactics used in print advertisements against drink-driving, especially the emerging group of younger offenders who are highly visual-led and have fleeting attention spans.