DRY JULY: YOU CAN ACHIEVE ANYTHING WITHOUT A HANGOVER

Credits & Description:

SUB CATEGORY : BEST USE OF BRANDED ENTERTAINMENT & CONTENT
COMPANY ENTERING : CLEMENGER BBDO SYDNEY, SYDNEY
ENTRY TITLE : YOU CAN ACHIEVE ANYTHING WITHOUT A HANGOVER
BRAND : DRY JULY
ADVERTISER : DRY JULY
ADVERTISING AGENCY : CLEMENGER BBDO, SYDNEY
EXECUTIVE CREATIVE DIRECTOR : PAUL NAGY/BRETT MACDONALD
COPYWRITER : BRENDAN WILLENBERG/BEN CLARE
ART DIRECTOR : BRENDAN WILLENBERG/BEN CLARE
GROUP ACCOUNT DIRECTOR : CATE STUART-ROBERTSON
SENIOR ACCOUNT DIRECTOR : EMMA HARRISON
MARKETING MANAGER : LIBBY TEALE
PLANNER : SIMON GIBSON
PR MANAGER : ELLIE WILLIAMS
AGENCY PRODUCER : JANICE ZETS
PRODUCTION COMPANY : TOYBOX, AUCKLAND
PRODUCTION PRODUCER : NANETTE MILES
SOUND PRODUCTION COMPANY : TOYBOX, AUCKLAND
SOUND DESIGNER : ANTHONY TIERNAN
SPECIAL EFFECTS COMPANY : TOYBOX, SYDNEY
ANIMATOR : ANDREW NEWLAND
THE BRIEF : DRY JULY IS THE FUNDRAISER THAT ENCOURAGES AUSTRALIANS TO GIVE UP ALCOHOL FOR THE ENTIRE MONTH OF JULY TO RAISE MONEY FOR ADULTS LIVING WITH CANCER. WE NEEDED TO GIVE PEOPLE A COMPELLING INCENTIVE TO SIGN UP, BECAUSE ASKING AUSTRALIANS TO GO BOOZE-FREE FOR A MONTH IS LIKE ASKING MILEY CYRUS TO WEAR PANTS.
THE STRATEGY : WE SET OUT TO REMIND THEM OF ONE SIMPLE TRUTH: IT’S AMAZING WHAT YOU CAN ACHIEVE WITHOUT A HANGOVER.
THE RESULT : A RECORD 19,600 AUSTRALIANS SIGNED UP TO THE CAUSE, INCLUDING SEVERAL MEMBERS OF FEDERAL POLITICS. OVER THE COURSE OF THE MONTH, WE SECURED OVER 1500 PIECES OF NEWS COVERAGE, AND OVER 660 MILLION MEDIA IMPRESSIONS WORLDWIDE. BUT MOST IMPORTANTLY, WE RAISED AN ASTOUNDING $3.8M FOR 37 DIFFERENT CANCER SERVICES AROUND THE COUNTRY, MAKING IT DRY JULY’S MOST SUCCESSFUL EVER YEAR.
THE EXECUTION : WE BROKE A GUINNESS WORLD RECORD EVERY WEEK OF THE CAMPAIGN, AND ATTRIBUTED THEM TO OUR SOBRIETY. BACKED BY A HOST OF CELEBRITY AMBASSADORS, SPORTS PERSONALITIES, AND HUNDREDS OF AUSSIES, WE BROKE NOT ONE, NOT TWO, BUT 5 X GUINNESS WORLD RECORDS INCLUDING THE WORLD’S LARGEST SMOOTHIE, THE WORLD'S LARGEST SKITTLES MOSAIC, THE MOST CRICKET BALL DELIVERIES FACED IN A MINUTE, THE FASTEST TIME TO GET DRESSED IN CRICKET WHITES AND THE MOST CHIN UPS IN 60 SECONDS WITH A WEIGHT BELT ATTACHED.