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Havas Paris

Havas Paris

Puteaux, France

Full Service

Title (original language)La Boucle
Campaign Alcohol Consumption
Advertiser Institut National de Prévention & d'Education pour la Santé
Product Alcohol Awareness
Product (original language) Message sur l'alcool
Business Sector Anti-Drug/Alcohol/Tobacco Message
Tagline 5 millions French people have a problem with alcohol.
Tagline (original language) Pourtant, 5 millions de français ont un problème avec l'alcool
Story Inpes, key public player in charge of setting up public policies for health prevention and education, decided to launch a prevention campaign in order to fight against the alcohol excessive consumption.
Philosophy Encourage regular excessive drinkers to think about their behaviour faced with alcohol.
Euro RSCG C&O decided to represent people in ordinary situations of alcohol drinking in order to induce the audience to identify with the characters in the film. The purpose was to underline denial strategies so as to reveal people’s own alcohol drinking problems.
Representing a loop, the TV spot shows daily and ordinary consumption situations: first, a man Christian, explains that he doesn’t have a problem with alcohol but it is Michel, a friend, who has a problem… The portraits follow one another; each character offloads the problem onto his friend who is supposed to be more concerned by alcohol. The loop closes on Christian.
Problem The alcohol excessive consumption induces numerous medical, social and psychological risks.
Contrary to some received ideas, consumption modes of excessive drinkers don’t look like extreme form of alcoholic addiction but seem to be quite ordinary.
There is a taboo concerning excessive drinking because people don’t consider as an alcoholic addiction: especially men who nourish an emotional relationship to alcohol, which prevents them to appraise sanitary risks.
The INPES’ goals were to disrupt some received ideas concerning alcohol consumption and remind people of consumption risks thresholds: 2 glasses per day for women and 3 glasses per day for men.
Result BVA post-test:
• High recognition score: 3 /4 French people and 2/3 drinkers remember the advertising.
• High approval rate on :
- Credibility of delivered messages and the realism of the script
- The fact that the spot is informative and incite people to think about their own consumption modes
- The clarity of ad
- The originality of the ad
• For the first time during a post-test, Inpes obtains an attribution score higher than 10%
• The ad incites regular excessive drinkers to think (32%) and to reduce alcohol consumption (24%).
Media Type Television
Market France
Creative Director
Creative Director
Account Director
Strategic Planner
Advertiser's Supervisor
Advertiser's Supervisor
Advertiser's Supervisor

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