Drinks giant Diageo has created a poster campaign based on an unhappy ape character, in partnership with Transport for London (TfL) and Lothian Buses, both of which offer free public transport on New Year’s Eve.
The company will also be funding street pastors to patrol the streets around London’s Trafalgar Square and sponsoring TfL’s Safer Travel At Night (STAN) campaign, which aims to provide information and access to safe means of transport.
Attention grabbing gorilla
Mark Baird, Head of Industry Affairs & Alcohol Policy at Diageo, said: “We hope that ‘Grumpy Gorilla’ will grab people’s attention this Christmas and remind people that they will have a much better time if they drink sensibly. We want everyone to have a safe and enjoyable Christmas and New Year.”
The posters will be supported with activity on social media sites, using the hashtag #thinkhowyoudrink, which links to Diageo’s ongoing responsible drinking campaign of the same name that launched in July.
Mark Reddick, executive creative director at TMW, the agency which designed the campaign said: "Responsible drinking is a serious subject and our challenge was to communicate this message in a way that would really resonate with our target audience.
"We decided to introduce an element of humour to the campaign, which we hope will grab young adults’ attention and encourage them to drink responsibly."