How We Are Tilt and Collingwood Learning’s ‘Smashed’ taught kids about alcohol
We Are Tilt and Collingwood Learning won Best Responsible Digital Engagement with Kids and Teens in partnership with SuperAwesome at The Drum Awards for Digital Industries 2022 for its ‘Smashed’ campaign. Here’s what you need to know about how the campaign was developed and executed.
Credit: Collingwood Learning
International alcoholic beverage company Diageo teamed up with creative agency We Are Tilt and educational program development company Collingwood Learning to develop 'Smashed', a campaign aimed at educating kids about the dangers of consuming alcohol, and how to avoid them. The campaign culminated in an interactive film that asks viewers to wrestle with difficult questions surrounding underage drinking.
The brief
We are Tilt and Collingwood Learning set out to create an educational film that would empower young kids (ages 11-13) to not succumb to peer pressure and to remember that they’re in control when they’re faced with the decision of whether or not to take a sip of alcohol. That film would need to be accessible to kids in classrooms, at home, on mobile devices, and across a wide number of countries and cultures.
Hear what the winners had to say about their award-winning work above.
The idea
The brands needed to create a film that would resonate with young viewers. To that end, they implemented an energetic style of storytelling, coupled with high-quality production. Viewers are able to interact with the film’s characters through simulated FaceTime conversations.
The results
Smashed has reached hundreds of thousands of young viewers thus far. 92% of the kids who watched the film (and were subsequently surveyed) said that they’re less likely to drink before they turn 21 as a result of having viewed the material. The film is currently live in 23 countries.
This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.
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