| Titel | The Choice is Yours |
| Agentur | AMV BBDO |
| Kampagne | Responsible Drinking - Diageo Ltd |
| Werbende | Diageo |
| Marke | Responsible Drinking |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2007 / 8 |
| Geschäftsbereich | Rotes Kreuz, öffentliche Beratungsstellen (Drogen/Alkoholismus/Rauchen/Aids) |
| Slogan | A night to remember ? Or one to forget ? |
| Story | Diageo seeks to be a leader in promoting the responsible consumption of alcohol. With the The Choice is Yours campaign - part of our wider responsible drinking strategy to transform consumer attitudes to alcohol - we are seeking to use our marketing expertise to build on existing information & awareness raising activities, by focussing on consumers attitudes to alcohol. This strategy is grounded in the belief that a sharp focus on transforming such attitudes will reinforce existing responsible behaviour by the majority of consumers as well as encourage those with risky drinking behaviours to re-evaluate their attitude to misuse. |
| Problem | Diageo is committed to driving positive change in consumer attitudes and drinking behaviours. The The Choice is Yours campaign - and our wider A2A strategy - seeks to transform consumer attitudes to alcohol in the belief that this will influence the perception and treatment of alcohol by consumers. |
| Medientyp | Presse & Publikationen |
| Art Director | Mike Hannett |
| Texter | Dave Buchanan |
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