Background
The purpose of the Drinkwise campaign was to increase awareness of alcohol units and sensible drinking levels. It was essentially about education and knowing when to say "no".
Brief
Produce some poster ideas for possible use in medical centres, doctors' waiting rooms and maybe even pubs.
Solution
Lost count of the number of ideas I submitted. Some were given the green light and some were rejected. But one of my all-time favourites was an image of a hand holding an empty beer mug on a rich, wooden bar, with the headline 'Shame again.'
Result
Rejected for being too negative a message.
As a student I was fortunate to be taught by the great Bob Gill. In one of his projects we had to phone in our design solutions - clearly illustrated the superiority of ideas over style. It was a lesson that stayed with me throughout my time spent slaving away in various design and ad agencies. And it leads to a creative showcase using words, not pictures (well, maybe a couple).
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