Drinkaware: Good Times Great Mates

Convincing students to stay sober through the medium of Facebook: Art direction, illustration and design.

In Summer 2010 Drinkaware asked Enable Interactive to help them persuade students that the annual drunken carnage of Freshers' Week might, just maybe, be avoidable. Our response was a Facebook app that enabled prospective maniacs to predict what'd happen to their mates after a few jars of watered-down bargain lager.

Based on our successful campaign from the previous year we came up with a load of personas - the people your idiot mates turn into when they're drunk. Facebookers could tag their mates, causing the relevant persona to be slapped over their avatar in everybody's news feed and much hilarity.

We made loads of collateral to support the campaign - there were animations that introduced the personas on TVs in SU bars throughout the land, a massive banner campaign and a beermat for each persona. The idea was that people would collect all the beermats and give them to their mates, like a real-life version of the app.