To grab the public's attention, break down paradigms and build a dialogue on the matter of responsible drinking, W+K Shanghai decided that they needed to use an insight that had never been mentioned in such a campaigns: sex.

The intention of “If you Drink Right, you F *** Right” is to show that alcohol abuse comes in a variety of forms. Who hasn't heard stories of a saucy encounter that ended up turning sour because of drunkenness?

"Drink Right, F*ck Right is a responsible drinking campaign with an absolutely true and new insight," says Eduardo Lima, Executive Creative Director, at Wieden+Kennedy São Paulo. “It has the mission of educating everyone to drink without excesses."

To start the conversation with the public and raise awareness of the benefits of moderate drinking, Skol Beats created partnerships with some online beer stores to sell personalised packs that come with one bottle of water for each Skol Beats unit. The pack will have only three bottles of Skol Beats plus three bottles of water that come at no extra charge, all to remind consumers of the importance of drinking water while drinking alcohol.

"Our desire is to make people aware about smart consumption and the importance of this behaviour at all times of day to day," says Maria Fernanda Albuquerque, Marketing Director of SKOL. "The excessive consumption of beverages is also detrimental in the relationship between people.

To present a colorful world of eclectic party people boozing - but not boning - animation studio Le Cube teamed up with production company Landia.

“It is always cool when we can play with a brief that is witty, clever and close-to-the-bone all at once”, says Le Cube director Ralph Karam. “We created frenetic animation with non-stop, continuous movement to recreate the dizzy feeling of a crazy drunken night.”  

Other campaign elements included clothing and condom giveaways, illustrated posters, stickers and mobile wallpapers.