Alcohol abuse remains a major public health issue, often underestimated because of its social acceptance. The challenge was to raise awareness about the real dangers of excessive alcohol consumption without relying on moralizing or fear-based messaging.

Instead of hiding the risks, we chose to make them visible.
“Pick Your Poison” transforms alcohol into a metaphorical poison, exposing the consequences behind each type of excess.

The campaign invites viewers to confront a simple question:
Do you really know what you’re choosing?