Matthew Miller
Oct 4, 2013

Binge drinkers become works of art in Steinlager campaign

NEW ZEALAND - Approaching binge drinking with humour rather than preaching, a new campaign by Lion's Steinlager and DDB New Zealand encourages young people to 'Be the artist, not the canvas'.

wide player in 16:9 format. Used on article page for Campaign.

Intended to promote responsible drinking, the campaign's TVC sets up as hero a sober guy who uses a permanent marker to express himself at the expense of his passed-out friends. The Sweet Shop's Damien Shatford directed the ad.

The campaign, which launched October 1, also includes outdoor and magazine ads, as well as a ‘Be the artist’ app.

“The scenario portrayed is one most people can relate to and it's this realistic approach that often resonates rather than the scaremongering we normally see," said Liz Read, external relations director for Lion. "It's about making heroes of those on the right side of the fence to influence social norms."


Client:  Lion
Brand Marketing Manager – Lion: Danny Phillips
Marketing Manager – Steinlager: Todd Gordon
Senior Brand Manager – Steinlager: Michael Taylor
Assistant Brand Manager – Steinlager: Ali Futcher

Agency: DDB
Copywriter: Natalie Knight
Art Director: Gavin Siakimotu
Creative Director: Chris Schofield
Creative Director: Regan Grafton
Executive Creative Director: Andy Fackrell
Group Business Director: Scott Wallace
Account Director: Susie Darling
Account Manager: Jonathan Rea

Silk TV Production:
Executive TV Producer: Judy Thompson
Agency Producer: Rosie Grayson
Agency Producer: Tania Jeram
Agency Producer: Jane Mill

Production Company: The Sweet Shop
Director: Damien Shatford
Producer: Ben Dailey and Lynnette Gordon
Executive Producer: Fiona King
Director of Photography: Andrew Stroud
Photographer: Troy Goodall (IDC)

Music: Roland Brown and Liquid Studios

Retoucher: Jo Bayliss

Media:   ZenithOptimedia

PR:  The PR Shop
Director: Pippa Lekner
Account Manager: Alisa Keall-Grant
Account Executive: Tom Frankish

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