Drink Right, Fuck Right
April 15th 2019
Le Cube new film "Drink Right, F*ck Right” is a tongue-in-cheek but truthful new campaign for responsible drinking from Skol Beats beer. Based on Wieden+Kennedy São Paulo’s insight that binge drinking often leads to underwhelming sexual performance, Le Cube teamed up with production company Landia to present a colorful world of eclectic party people boozing but not boning.
“It is always cool when we can play with a brief that is witty, clever and close-to-the-bone all at once”, says Le Cube director Ralph Karam. “We created frenetic animation with non-stop, continuous movement to recreate the dizzy feeling of a crazy drunken night.”
Beyond the film, an offline initiative unfolded across nightclubs in São Paulo with personalized 6-packs including three waters to remind consumers of the importance of staying hydrated while boozing, along with clothing and condoms giveaways, illustrated posters, stickers and mobile wallpapers.
Animation Studio: Le Cube
Director: Ralph Karam
Executive Producers: Seba Hall and Carol Dantas (Landia); JuanManuel Freire, Gustavo Karam (Le Cube)
Client: Skol Beats (AB-InBev)
Agency: Wieden+Kennedy São Paulo (Brazil)
Production Company: Landia SP