The task was to convince young people to drink responsibly. And what better way to do that than to come up with an argument they couldn’t ignore: drinking too much gets in the way of good sex. The campaign was simple and started as a callout to Brazilian nightclubs: If you drink right, you f*** right.

We made a movement out of the campaign and spread the message across the country. “Drink Right, F*** Right” became the most talked about campaign in SKOL Beats’ history. It was a trending topic on Twitter for one entire week, generating more than 210,000 comments, of which more than 90% were positive responses. Thousands of young adults started tagging people whom they wanted to drink less.