Pregnant women hear it all when it comes to drinking while pregnant. So we invented a movement to encourage and champion those who choose to stay dry. We gave them videos to send to naysayers and shirts to wear with pride, a community to join and monthly reminders to keep them motivated. The movement has had thousands of sign-ups, been covered by all major media outlets, become part of the vernacular and has run out of t-shirts.

Role
Art Direction, Video Production, Editing, Design

Awards
Ad Rodeo Anvil | Best Integrated Campaign