Steinlager extends ‘Be the Artist, Not the Canvas’ campaign with new app + print work via DDB NZ

Steinlager has extended its ‘Be the Artist, Not the Canvas’ campaign with the launch of its new app and print work via DDB Group NZ.

New Zealand’s binge drinking culture makes headlines most weekends. Steinlager, decided it was a good time to promote a more sensible drinking attitude.

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The new campaign centres around making fun of friends who have had too much to drink, heroing a sensible drinker at a party who draws random pictures on his mates.

Says Scott Wallace, group account director, DDB: “We needed to demonstrate that you can still have a good night out without getting messy, and without sounding like a lecture from your dad.

“We’re a nation that thrives on good times and humour, but as time goes on we also understand that real success is finding the balance. Steinlager has taken the initiative to talk to their consumers – demonstrating through creative imagery why less is more and why they should want to aspire to be the artist, not the canvas.”

The campaign, which launched 1 October, developed by DDB and Lion, uses humour to encourage better drinking behaviour – to be the artist, not the canvas.

Art director and copywriter, Gavin Siakimotu and Natalie Knight, suggest the internet is full of pranks played on those who have had a bit much to drink. Naturally, the spotlight is usually on the prankee, rather than the pranker. The campaign aims to give kudos to the person who retained enough of their wits at the end of the night to put pen to forehead, and demonstrate that the sensible drinker can also be the most fun at a party.

As well as the new commercial, the campaign also includes outdoor, magazines and a ‘Be the artist’ app. The app provides the tools for Kiwi’s to make and share their own masterpieces.

Says Liz Read, external relations director for Lion: “The scenario portrayed is one most people can relate to and it’s this realistic approach that often resonates rather than the scaremongering we normally see. It’s about making heroes of those on the right side of the fence to influence social norms.”

Production company The Sweet Shop and director Damien Shatford produced the spot for DDB which saw the three parties enjoy another great collaboration.

Says Shatford: “When I read the script I knew it was going to be a fun project. It’s great to explore how we take the examples of our culture and turn it into an interesting art form with a message.”

Client:  Lion

Account Executive: Tom Frankish