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Client
De Gezonde Generatie, KWF,
Maag Lever Darm Stichting
Role
Concept and copy
Created with
Boris Creative, Wefilm
Year
2023/2024
In Dutch (and many other languages) it’s a cultural phenomenon to toast to each other’s health. Quite strange considering that alcohol can cause 7 types of cancer. It’s not the most fun message, but a very important one.
That’s why we created a campaign to highlight how contradictory toasting to health is. The hero film portrays three everyday situations where alcohol is consumed in a casual way. Each situation features the phrase “op je gezondheid” (to your health).
The 360 campaign, consisting of TV and cinema commercials, online video and out of home, aims to share knowledge and raise awareness about how alcohol is ever present in social situations—especially when there’s children around.
Kim Ritskes, 2024 ©