Drinkaware: Got Your Back
Helping prevent post-exam mayhem in Newquay, 2010: Campaign concept, art direction, brand development and print / digital design.
Enable was Drinkaware's retained agency for 2009 and most of 2010, so we got to try out loads of cool campaign ideas. This one was aimed at the small army of 16 year olds that descend on Newquay every year to get pissed and start fights after their exams.
We did quite a few co-creation workshops with kids who'd been to Newquay, who told us that by and large it's actually a pretty boring place - you don't eat properly because you can't afford it and you get drunk because there's nothing else to do. So we devised a pop-up cafe made up of three VW camper vans, customised to incorporate games consoles, subsidised, healthy food, wi-fi access and mobile chargers.
There was also a souvenir photo-booth - people could go in there and get photos taken, and then upload them straight to Facebook and tag their mates. The uploaded photos had campaign messaging around them, spreading the activity throughout the kids' networks so even those who weren't in Newquay had exposure to it.
The vans turned out to be a bit pricy for Drinkaware, so we ended up using a beachside venue instead, but we still did the photo booth and it worked out pretty well. I designed loads of branded furniture (including double deckchairs and a surfboard coffee table) and stuff to go inside the cafe, and a messaging strategy for posters around the town and online banner campaigns targeted at both the kids and their parents.