DrinkWise Campaign Sets Boozy Xmas Moments in Stone

In an age of social sharing - some might say over-sharing - responsible drinking organisation DrinkWise reminds us that once posted online, embarassing alchohol-fuelled moments can haunt you forever. It's literally the hangover that won't go away.

Created by Clemenger BBDO Melbourne to coincide with the Christmas party season, the campaign immortalises those wish-I-hadn't-photocopied-my-bum-and-chundered-in-front-of-my-boss experiences, so common during the boozy festive period, as augmented-reality artworks.

Titled The Internet Remembers, the campaign has been developed to encourage young Australian drinkers to adopt a responsible attitude to alcohol by reminding them that the internet remembers what happens when they're three sheets to the wind, forever enshrining those moments you'd rather forget. 

This December, a public art exhibition consisting of five stone plinths is set to tour multiple nightlife destinations around Melbourne, with each plinth containing a bizarre augmented reality experience. 

Once the digital experience is activated, a bronze statue depicting an embarrassing drunken situation - sample: Anna's Xmas Party Projectile - appears on the viewer's mobile screen, with a voiceover narrating the story, much like those that feature in art galleries. 

"The way we use social media nowadays means that moments we wish we could forget can often live on digitally, and we hope that using that insight as a relevant and timely reminder will help young adults take a more moderate approach to alcohol consumption," says DrinkWise CEO Simon Strahan.

"Whether it's a public display of urination or projectile vomiting whilst your boss holds your hair back, the internet remembers everything," add Ant Phillips and Rich Williams, creative directors, Clemenger BBDO Melbourne. "We hope the thought of becoming a viral sensation for all the wrong reasons will encourage people to change their binge drinking habits for the better. This campaign is a stark reminder of what can happen when you don't."

The campaign rolls out across a partnership with Vice, street posters and social content alongside a PR and influencer campaign, with the physical exhibition travelling across Australia in 2019.