Making good memories under extraordinary circumstances
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This year, alcohol brand Pernod Ricard is adapting its Responsible Party event, which has been running annually for over a decade, for a remote audience. By engaging the Erasmus Student Network, influencers and live DJ’s, ‘Sharing Good Vibes’ disseminates stories of young people continuing to have fun in a world under lockdown. The social media page splices entertaining content drawn from Instagram and TikTok with motivating content surrounding community, mental health, and self-care.
The second phase of the campaign will come into effect as global lockdown measures are relaxed and young people return to their former social lives. The hope is that the momentum from the digital campaign’s positive messaging will persist long after quarantine and that this shared experience will make partygoers appreciate good memories above irresponsible drinking behaviours. It’s a campaign that stresses hope, self-care and the promise that, when things eventually return to normal, we will party in-person again, and we will do so with kindness.
Brand: Pernod Ricard