Today’s school leavers are part of a self-aware generation that prioritises mental health and wellbeing.
So, in partnership with DrinkWise, we introduced them to the idea of ‘mindful drinking’ - the practice of being more intentional with decisions around alcohol.
We knew a one-size-fits-all approach wouldn’t cut through. So, in the lead-up to and during Schoolies, we delivered over 100 bespoke executions across digital, social, airport and on-premise placements - reaching school leavers with relevant messages when they’d resonate most.
Tips and advice were brought to life through sing-song mantras and punk-inspired illustrations, striking a tone that felt youthful, relatable and peer-to-peer.
Make some noise.
Light a fire.
Rattle a cage.
Rock a boat.
Fan flames.
Make waves.
Push the envelope.
Flip the script.
Bend the rules.
Defy the norm.
Blow it up.
Cause a ruckus.
Turn heads.
Stir a pot.
Ruffle feathers.
Poke a bear.
Shake things up.
Push buttons.
Cause a commotion.
Spark a frenzy.
Raise eyebrows.
Crack smiles.
Make memories.
Blow minds.
Test boundaries.
Command attention.