FCB & Scoundrel add twist to alcohol moderation

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FCB has launched a new integrated campaign for the NZ Health Promotion Agency, which plays on the insight that young people drink excessively because they think it leads to an epic night out.

But the campaign points out there’s a tipping point – a moment when ‘fun night out’, turns into ‘one too many’. What’s the point of an epic night out, if you’re too drunk to remember it?

It’s in this moment that the Department of Lost Nights step in. They’re glitchy, overall-clad removal men from another dimension (resembling what can only be described as dated-accountancy-firm-chic, meets pink-hazy-brain-world), who step into your head, work order in hand, to repossess your memories. One by one, the best parts of your night are wheeled away on hand trolleys.

FCB ECD Tony Clewett said: “Our audience is a smart and savvy bunch. They see through marketing in a flash, so you can’t be dull or, even worse, finger-waggy.

“The upside of that challenge is that creativity really comes to the fore. Hence the birth of this twisted, surreal, crazy, WTF world, that is the Department of Lost Nights.”

View the campaign hub: thelostnight.com


Client: New Zealand Health Promotion Agency (HPA)
Agency: FCB
Production Company: Scoundrel
Director: Daniel Warwick
Photography: Garth Badger

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