Skol | Drink Right, F#ck Right

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.