DrinkWise Australia wants you to become an experienced drinker, which is not the same as a professional drinker. The idea is to maintain control and not drink till you're blotto.These ads are aimed at the younger people though, who are more inclined to get shit faced. Still, the fact there is such an organization called DrinkWise says a lot about Australia's drinking culture. Although I suspect the same can be said of many countries.
Client: DrinkWise Australia