Alcohol abuse by adolescents is on the rise in The Netherlands. Especially so-called binge drinking -using big amounts of alcohol in a very short period of time- is getting more popular. Dutch public health organization (GGD) asked Gijs de Boer and me to develop and produce a video campaign in order to make young people realize that drinking yourself into a coma is not considered tough, but rather something to be ashamed of.
We came up with the concept Weet Waar Je Wakker Wordt, Dutch for ‘know where you wake up’. We made three 30-second videos in which we showed people who try to be a certain type of person, but end up being losers who drink way too much to be a credible imitation of who they wanted to be. Our characters were trying to be a Russian, a winner and a gentleman. In the end, we made a fourth video showing someone in a hospital bed on the intensive care. That video concluded with a text that said (translated) ‘A real drinker knows where he wakes up’.