Dive Brief: 

• Steinlager, a New Zealand beer brand, launched a campaign advocating responsible drinking by depicting a popular party prank, drawing on passed out friends. 
• The campaign features both commercial and print ads with various works of "art" drawn on mostly young males while they are passed out, and the brand is careful to depict the characters who drank too much as regretful. 
• The tagline of the campaign encourages responsible drinking with the phrase, "Be the Artist, Not the Canvas." 

Dive Insight:

This campaign from Steinlager is a perfect example of tackling a serious issue, binge drinking, with a bit of humor. Alcohol companies walk a line between promoting the use of their products while also encouraging responsibility, which can easily become a stuffy message for consumers. This type of humor also has the potential to go viral quickly, though one could also see it going the other way and making it cooler for younger drinkers to draw on their friends.