Neverland

Agency: Neverland
Client: Kopparberg

Kopparberg, Gen Z’s drink of choice in summer, flipped everything we know about summer alcohol advertising on its head.

With research showing that Melanomas are the most common form of cancer affecting 25–29-year-olds, we hijacked the ‘Drink Responsibly’ message written on every can and bottle of alcohol and gave it a whole new meaning. While other drinks brands continued to show carefree moments of basking in the sun, we partnered with skin cancer charity ‘Melanoma Fund’ to launch our ‘Drink Responsibly This Summer’ campaign. We launched with AV and OOH celebrating youngsters taking sun safety to the max in the most stylish way. We then created and distributed thousands of sun protection products during summer, and created a UV protective football shirt which was given out during The Euros. All of this amounted to one clear takeout; careful doesn’t have to come at the cost of being carefree.