In Denmark we have an extreme drinking culture, you are not allowed to say no to alcohol. Nearly half of the Danish youth have been peer pressured into drinking too much by their closest friends. We wanted to show how the pressure feels like, so we invited nine good friends to a night out. But they didn’t know, one of their friend had to say no to alcohol the entire night.
Client: Kræftens Bekæmpelse
Creatives: Lasse Vintersbølle, Luong Lu, Nicolai Dimon