Dive Summary:

• Diageo is debuting a new "Think How You Drink" online campaign in Western Europe, adding a little humor to its responsibility messaging by showing actors reenacting a variety of painful and embarrassing drunken walks.
• When the videos end, viewers are directed to campaign designer Marmalade's "Ask Dave" alcohol calculator, into which users can input their age, location and drink total to put how much they've had to drink into perspective.
• The campaign is currently out in Ireland, Germany, Denmark and the Netherlands, and the company will decide where to take it next based on its performance.

From the article:

... "With this video we are deliberately using humor to catch people's attention," Malcolm D'Sa, Diageo's marketing innovation director for Western Europe, said in a statement. "Responsible drinking campaigns in the past have tended either to preach or to scare" he added. "We know that drinking to excess is a serious issue -- but our primary concern is to be effective. The message, that drinking can have harmful consequences, is still in there and it is a strong message. We've just approached it in a different way." ...