Sydney creative agency Common Ventures has unveiled the second phase of its 'Let it go' campaign for anti-violence lobbying group, Step Back Think.
Launched on digital OOH in Sydney's busiest city train stations, the new campaign presents a fresh direction in addressing one of Australia's biggest social problems - alcohol-fuelled violence.
Rather than using shock tactics and graphic images to scare proper drinking etiquette into rowdy pub patrons, Common Ventures' bright creative equips young people with 6 new humorous slogans. From kebabs to karaoke, the concept offers safer late-night alternatives to end a night of drinking.
The 'Let it go' campaign was born from Adshel's 2012 agency Creative Challenge, in which a donation of $100,000 worth of media space was awarded to Common Ventures' initial concept. The idea proved so successful that it was further developed into a full campaign for this summer.
Says Georgie McCarthy, copywriter: "Most young people are already well aware of the consequences of alcohol fuelled-violence - the media and other campaigns have made sure of that. We wanted to be eye-catching without sounding too authoritative and having our target audience ignore the message completely because they feel they've seen it all before."
Considering the recent launch of the NSW Government's own campaign to curb one-punch violence, no doubt all eyes will be on Sydney's late-night hot spots for evidence of changed social behaviour or at least a spike in kebab sales.
Client: Step Back Think
Agency: Common Ventures
Creative Directors: Brian Merrifield, Jane Burhop
Copywriter: Georgie McCarthy
Art Director: David Charlesworth
Producer: Ashley Kerr