We changed the alcohol talk
from a big deal into small talk

The Challenge

In 2019, Dutch government brand NIX18 celebrated its five year anniversary. The brand helps parents to make rules about under age drinking and since the start it has been an agreement: Nothing under 18 - Don’t smoke, don’t drink. Although, the brand’s success we needed to make NIX18 much easier to talk about.


Our Solution

We all know that teens and rules don’t mix very well. It is better to keep the NIX18 on the agenda instead of making a big deal out of it every single time you talk about. So we introduced ‘Small talk about ‘Nothing (NIX18). Commercials showed how easy it can be to talk about drinking and NIX18. Just be creative when the occasion occurs. Our campaign changed NIX18 from an agreement into a helpful tool for parents.

Small talk

about 'Nothing'

Small talk about 'Nothing'

Nothing to tell

Nothing to tell

The campaign also celebrated NIX18’s five year anniversary. We encouraged parents with the stunning results of the brand and with the experience of parents and their teens that grew up with NIX18. 

The campaign also celebrated NIX18’s five year anniversary. We encouraged parents with the stunning results of the brand and with the experience of parents and their teens that grew up with NIX18. 

Nothing to answer

Nothing to answer

On radio and social we helped parents with witty replies to outsmart their teen’s smartass reasons to drink or smoke.

On radio and social we helped parents with witty replies to outsmart their teen’s smartass reasons to drink or smoke.

A movie about ‘Nothing’

A movie about ‘Nothing’

Together with VUE cinemas, we introduced: Sunday about ‘Nothing’. A new cinema event at which parents can bring their teen to a popular movie for free. We gave parents some quality time with their ‘occupied’ teen and even more important: a handy excuse to talk about NIX18.

Together with VUE cinemas, we introduced: Sunday about ‘Nothing’. A new cinema event at which parents can bring their teen to a popular movie for free. We gave parents some quality time with their ‘occupied’ teen and even more important: a handy excuse to talk about NIX18.

Aftermovie

Aftermovie