Responsible Drinking Message – Super Bowl XLII

In December of ‘07, I responded to a pitch from beverage giant Diageo to help spread a responsible drinking message during the upcoming Super Bowl in Arizona.

I had only two days to create a solution, and the pitch specifically requested a sketched-out slogan that could be campaigned across out-of-home buys on taxi-tops, as well as bus stops throughout the Super Bowl city. The message needed to encourage responsible drinking at Super Bowl festivities, many of which Diageo was sponsoring. However, Diageo did not want its name on this outreach to avoid legal infringement with the Super Bowl committee.

I found myself circling around the idea of ‘embarrassment as a sacrifice.’ My thoughts then manifested into one notion: Do what you have to, to make sure you don’t put yourself and others in danger by driving after celebrating with alcohol. Suggestive ad creative showed various adults doing “Whatever It Takes…” in funny and extreme measures to ensure their night out ends safely. You can see a few sketches of the ideas I pitched here and here.

The idea made it through three rounds of review. However, I did not end up winning the pitch.