Still not drinking
Dryathlon is Cancer Research UK’s fundraising campaign to encourage folks to give up booze for one month. Looking at the brief, we thought the sweet spot was to spin the month with no booze on its head and make virtue of all the other sins you could still enjoy during January. A catchy tune with witty lyrics set to off-beat animation brought the TV spot to life and was mirrored in press, outdoor and radio, resulting in the most successful Dryathlon to date for CRUK.