Creative Execution

In the music video-style spot featuring a catchy, ungrammatical track--"Drink don't dumb," the vocals sing--a parade of partygoers demonstrates the risks of drunk-smoking, drunk-dialing, drunk-kissing, drunk-flying, drunk-peeing and drunk-shoving your coworker's face into a giant spikey durian fruit. Through all the wackiness, SangSom's admonition to young people is apparent: don't do anything you'll regret.

- The campaign has been spread and share almost immediately among the target as well as tremendous Share and Tag to the their drunken friends - Over 3 million views within 3 days after launch with approximately 0.003 THB CPV (Cost per View) - 100% return of media investment - Not only in Thai, International press and publishers spread with the campaign and featured articles about the campaign such as: Creativity-Online, Campaign Brief Asia, Brand Buffet, Marketing Oops, Shazam, LS:N Global.

Usually normal CRS campaigns always communicate using emotional or threatening mood & tone. The Brand has done the research and found out that using these mood & tone is not giving a good effect toward teenagers which is our main target audience. Emotional or Threaten tones make them felt like having an adult telling them what to do and they won’t listen. On the other hand what teenagers love is what their peers perceived on their social status. Therefore; our strategy is to create a tool that will help facilitate scolding their friends if they drink too much in an entertainment way.