Russia's largest wine distributer 'Simple Wine' has backed a new campaign titled 'Don't Reach the Bottom' that emphasizes the importance of safe alcohol consumption.
The campaign was created by Y&R Russia and features specialty wine bottles and an advertisement that both have the same powerful message. The wine bottles at first glance appear to be without labels, but as more wine is poured out of them the bottles reveal powerful images. There are three different designs that the specialty wine bottles are offered in, with one example being individuals enjoying a night of partying, which then later is revealed to have ended in a car accident as a result of drunk driving.
The Don't Reach the Bottom campaign works to make consumers think about their alcohol consumption habits and their possible effects on not only their own lives, but the lives of others.