Inspiring Better Mornings with DrinkSense

Manitoba summers are short and sweet – that’s why we have to make the most of every moment… even in the mornings!

ChangeMakers started working with Manitoba Liquor and Lotteries on a number of social responsibility campaigns approximately 15 years ago. Their newest DrinkSense campaign encourages moderation in the evenings so you can wake up in the morning fresh and ready to take on the day. The tagline, “Memorable nights. Incredible mornings.” echoes this.

We filmed and photographed four versions of the creative locally: A dad making pancakes for his daughter, a father fishing with his son, a woman getting in her morning jog and another enjoying a cup of joe in her backyard. The positive messaging aims to inspire people to take a look at their current relationship with alcohol and check out Canada’s Low-Risk Drinking Guidelines and tips for moderation.

The 6-week campaign is running from July 23 until September 2. Spot the creative all over town in Liquor Marts, at the grocery store checkout, Tim Hortons, malls, newspapers, in the theatre and online.

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