@damie15467 Keep us posted. Especially if your ideas pick up a D&AD or Cannes Lion.

Thanks @jonat21266, if you can raise the budget to conduct such an experiment, I'm in!

Hi Karl (and your supporters),

Funnily enough the binge drinking brief didn't calm down the alcohol group in the slightest.

However, the intention was never for them to actually indulge in binge drinking. It was merely for them to imbibe enough alcohol for it to have an effect on their behaviour and thinking. That was most certainly achieved!

I'm interested why people would want this to be a clinically rigorous double-blind test. We were never intending to publish the findings in a psychology journal. You may just have answered one of the discussion points we're trying to raise; has the fun disappeared from the industry?

Syd,

You get it. And you raise an interesting point. Thanks.