Drinking You gets a call from Sober You

I don’t know about you, but when I wake up after a heavy night with a hangover and something important to do, my sober self wants to punch my drunken self in the face.

And this is where the idea of Sober You came from.

Sober You was a behavioural intervention tool that allowed you to get a call from your Sober Self (the one that knows you’ve got a toddler to play with at 5.45am) just before merry turns messy.

It's easy to ignore a call from your partner, but it's surprisingly hard to ignore yourself. 

This idea was originally created for Drinkaware but ended up being developed by Ogilvy’s Behavioural Change Lab at Xmas.

Agency: Ogilvy
My role: Concept and copy

How it works
1. Go to the app or website and record a message for your future tipsy self.

And choose when and where you wanted to receive it. 

Then at that time and place, tipsy you would get a phone call from sober you. 

We launched it over the festive period and it proved pretty popular.