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Simple Wine: Don't reach the bottom

9.5

Media Type:

Experiential

Brand

Agency

Country:

Russia

Industry:

Alcoholic Drinks

How can we educate people to drink responsibly in a country where alcohol consumption is deeply rooted in national culture? Introducing DON’T REACH THE BOTTOM. We created 1000 wine bottles with prints on the glass. When the bottles were full, the prints were invisible, but as they were gradually emptied, scenes from the stories that showed negative consequences of alcohol abuse appeared, and the closer to the bottom, the more serious the consequences became.