Seduced by Moderation

HEALTH PROMOTION AGENCY

This campaign encouraged young drinkers to practice moderation by drinking water, eating food, and taking their time with a drink. But, rather than being finger-waggy and telling them what to do, we tried to seduce them with moderation. 

It’s a burger by candlelight, telling you, “You want me so bad you can taste me.” It’s a glistening glass of water whispering, “I want your lips all over me.” Or it’s that last gulp of beer in your pint glass begging you to “Take your time to finish me off.”

The visual idea was to combine vintage food and cocktail photography with a chintzy, overtly romantic boudoir aesthetic. ‘Foodoir’, if you will.

The campaign ran across social, online video, out-of-home, radio and in bars - urging people everywhere to give in to moderation. After all, who can refuse falling rose petals, artfully strewn pearls and crushed velvet?

Agency: FCB

Copywriter: David Shirley

Photographer & Director: Fraser Chatham

Stylist: Fiona Hugues

Designer: Josh O’Neill