CO,OL taps into the trend that has long become part of a broader social shift. Alcohol–free periods, mindful consumption and a new relationship with wellbeing are increasingly becoming second nature. The campaign picks up exactly this movement and translates it into a language that works in a positive, accessible and contemporary way.
Alcohol-free phases are often described as if something were missing. The campaign was meant to show that this perspective falls short and that a life with less or no alcohol is not poorer but can in many ways be more rewarding. That required an approach that opens things up rather than moralizing it.
The aim was to shift the language around the topic in a way that turns abstaining into a gain. The campaign is built on the conviction that alcohol–free periods should ne told as a form of freedom, one that brings new quality with it. With the coined title CO,OL (coolcommanull), developed together with director and actor Lukas Lobis, the idea found a name that expresses exactly this shift in perspective, right down to the comma.
The result was an identity that makes the topic of alcohol-free living visible through positive language. The idea, concept and overall direction came from us, while media rollout was handled by the agency zukunvt. In this way, the campaign gained a strong outward presence and gave the topic a new, contemporary frame.
