Alcohol has long been associated with enjoyment and celebration. However, as a responsible producer of alcoholic beverages, Guinness is committed to promoting responsible drinking and combating alcohol misuse. The best way to interact with a consumer when they're enjoying a night out is not through stern messaging but rather through an entertaining platform that will drive the message, that alcohol should not be abused, home. The mat mimics the drunken lurch of someone who had consumed too much alcohol, disguised as dance steps. The floor mat was then placed at entrances/exits to bars/pubs to remind drinkers to be more responsible when consuming alcohol.
Agency: Saatchi & Saatchi Cape Town, South Africa.