Multinational beverage firm Diageo has partnered with MTV International to produce and distribute a campaign designed to encourage responsible drinking.
“We’ve launched an innovative new responsible drinking campaign, ‘Weekend Not Wasted’, in partnership with Viacom Velocity International and its youth brand, MTV,” an official post on the company’s website reads.
According to the company, Weekend Not Wasted is targeted at MTV’s social following of over 12 million fans and 52 million TV households across the United Kingdom, Spain, Denmark and Germany. The campaign which focuses on 18-24 year-olds aims to highlight how it is possible to “seize the day” by drinking responsibly.
Diageo worked with the creative team from Just So to develop and produce the campaign which features presenters, Becca Dudley, Harriet Rose and Samuel Eni in a three part series.
The series debuted June 3 on several online media platforms including YouTube, MTV’s website and social media channels. The second episode will premier online 10th June and on-air 12th June, while the ultimate video will go on-air 19th June.
The campaign is part of Diageo’s ongoing ambition to promote the moderate consumption of alcohol.