Just because you're not drinking, doesn't mean you can't do everything else. That's the thinking behind this cute and shareable video for Cancer Research UK, featuring cartoon characters that distinctly remind me of Matthew Inman's The Oatmeal comic, both in their dumplingesque design and irreverant tangential humour.
The idea here is to encourage people to sign up for Cancer Research UK's Dryathalon - giving up drinking in January in order to fundraise for the charity. It's easy to see the appeal; with most of us overindulging over the festival period, a detox for charity is just what many will need.
The agency behind this film, Karmarama, told Adland:
We're urging people to give up alcohol in January and raise money to help beat cancer sooner!
Sounds good, and this silly, quirky film comes across as fresh and fun. Just don't ask me to give up tea. Don't you dare. (Just British stuff.)
Client: Cancer Research UK