If Nova Scotians drink responsibly this holiday season, everyone wins.
Well, almost everyone.
The Nova Scotia Liquor Corporation once again enlisted Revolve to push the boundaries of its award-winning social responsibility campaigns. A simple question was explored, who would lose out if everyone drank responsibly? The answer was obvious: the Grim Reaper, since more responsible drinking means fewer alcohol-related deaths.
The campaign features a bored and disheartened Reaper, who after centuries of successful soul-collecting, lost his job as more people embraced responsible consumption. Television ads showcase the Reaper adjusting to 'life after death' by trying new jobs and hobbies, such as floor hockey and choir practice.
Check out the Reaper's website (www.bored2deathreaper.ca) to see the videos, photos and some tips for responsible drinking.
The integrated campaign uses a variety of touch points – television, print, point-of-sale and a website– to reinforce an important message to would-be irresponsible drinkers in Nova Scotia: When you drink responsibly, he's only killing time.