We teamed up with Heineken 0.0 and Gareth Bale to show that going alcohol-free doesn't have to mean the end of your social life this January. 

The idea behind the campaign comes from the insight that people are likely to make excuses to avoid going out. The concept of the work revolves around these excuses, often made up on the spot, before communicating to those who are trying to stay alcohol-free that they don’t need to avoid the pub – they can enjoy a Heineken 0.0 with friends.
 
Our Creative Director, Christopher Bruney, says "Even with the zero-alcohol category rising in popularity, there's still a stigma to cutting back on drinking that causes people to make excuses to avoid being around alcohol.

We worked with Heineken 0.0 to try to break that cycle whilst bringing a bit of humour to the conversation, and show people that they don't have to 'Bale' on their mates just because they're not drinking."