Introducing “Don’t Reach the Bottom”. To spread the message of responsible drinking, we used wine bottles as the main media. We produced 1000 handcrafted labelless bottles with special prints on the glass. While the bottles were full, those prints were invisible, but as they gradually emptied, scenes from the stories that showed negative consequences of alcohol abuse appeared — and the closer to the bottom, the more serious the consequences became.
Instead of talking directly about the dangers of alcohol abuse — which would be repelling for wine lovers — we aimed at intriguing people and make them discover the message themselves, without lecturing.
The message was delivered to wine drinkers in a situation, most relevant to the topic. With the help of the largest wine distributor in Russia, we had the bottles delivered to the most popular wine stores in Moscow, and they were also suggested as complimentary drinks in wine bars — so we gave people something to drink… and something to think about.
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