Description
Alcohol has long been associated with enjoyment and celebration. However, as a responsible producer of alcoholic beverages, Guinness® is committed to promoting responsible drinking and combating alcohol misuse. The best way to interact with a consumer when they're enjoying a night out is not through stern messaging but rather through an entertaining platform that will drive the message, that alcohol should not be abused, home.
The mat mimics the drunken lurch of someone who had consumed too much alcohol, disguised as dance steps. The floor mat was then placed at entrances/exits to bars/pubs to remind drinkers to be more responsible when consuming alcohol.
This professional campaign titled 'Dance Steps' was published in South Africa in March, 2008. It was created for the brand: Guinness, by ad agency: Saatchi & Saatchi. This Ambient medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 16 years ago.
Credits
Advertising Agency: Saatchi&Saatchi, Cape Town, South Africa
Creative Directors: Anton Crone, Keith Christian
Art Director: Gareth Cohen
Copywriter: Rolf Fitschen
