"How much is too much?"

The new umbrella brand is intended to encourage people to think about their own consumer behavior and asks, quite simply, "How much is too much?" "Our aim is not to deny people enjoyment and pleasure," says campaign manager Adrian Kammer. "Rather, we want to encourage a responsible approach to alcohol. For your own health, your family and your friends."

After work with colleagues, in the bar with girlfriends or after the match with the team: Alcohol is always present. Precisely because it is an integral and natural part of our lives, it is easy to forget how harmful it can be. It's hard to make a general statement about how much alcohol is okay. That is why a principle should be communicated instead: Those who drink alcoholic beverages do so without harming themselves or others. The campaign's key visual is also derived from this: The shattered glass, representing precious and fragile cargo. The pictogram is intended as a reminder that our health and relationships are also put at risk by a reckless approach to alcohol.

Pictograms also play a central role on the print subjects, the banners and in the TrueView films. Short and simple bills with pictures illustrate in a charming way how one too many glasses can make life difficult for us. Alcohol is not viewed in isolation. Rather, the Pictogram Stories with a wink at typical drinking situations. The text-based ads and banners also take a humorous approach to the small and large dramas surrounding alcohol in everyday life.

In addition, a new Website bring people closer to facts worth knowing. For example, a quiz with numerous short films in the look of the campaign enables a playful approach to serious topics. At the same time, the website creates a bridge to the partners in the cantons and NGOs. These additionally support the campaign with customizable below-the-line measures. In particular, with the Dialog Week, which will take place this year from April 30 to May 9, the partners address the population directly. Events such as cultural and sporting events and information booths in various cantons will address the issue of alcohol consumption.

The campaign will run for three years throughout Switzerland. It will kick off on April 23, 2015.

Responsible at BAG: Adrian Kammer (Head of Campaigns), Claudia Brunner (Head of Project), Petra Baeriswyl (Head of Alcohol Section), Barbara Kull (Communication Alcohol Section). Responsible at Havas Worldwide Zurich: Frank Bodin (overall responsibility), Peter Schaefer (strategy), Michael Kathe (creative direction), Denis Schwarz, Moritz Stillhart (art direction), Yannick Schaller, Mathias Bart, Markus Tränkle (text), Anne-Marie Pappas (graphics and illustration), Cara-Anne Specker, Eliane Stettler (art buying), Claude Eberhard (Digital Creative Direction), Joachim Probst (Online Marketing Consultant), Caroline Ronzani, Nuria Büchi, Amanda Portmann (Consulting), Toni Gadza, Noemi Rubera (d+p), Claude Lüthi (Illustration), William Crook, Roger Zürcher, Martin Brunner (Animation), Jingle Jungle (Setting).