ALAViDA: "Tired of missing out on Sunday morning because you overdid it on Saturday night?

Circus Maximus has created an integrated-marketing campaign for ALAViDA, a modern alcohol treatment that combines medication and coaching or therapy tools powered by technology. ALAViDA has helped 82.5% of clients struggling with heavy drinking regain control of their relationship with alcohol. The objective is to build awareness of the ALAViDA brand and encourage people to reflect on their drinking—in a non-judgmental and lighter way—and ultimately, get the name out there for corporations that are investing in their employees’ health.

The “Dry Curious” campaign launched in Vancouver, Canada, and will run through Dec. 22. The media focuses on OOH (posters in bars, interior car cards and digital wayfaring posters on transit kiosks), digital/programmatic, social, and geofenced mobile. The photography demonstrates the physical pain of a hangover and the lack of energy and motivation that often result from heavy drinking. Ultimately, the plan is to launch in North America in 2020. Circus Maximus’ won the assignment in July after a pitch, and this is the first campaign for ALAViDA.

“With ‘Dry Curious,’ we’re inviting people to join the trend to consume less alcohol and normalizing that lifestyle,” says Ryan Kutscher, Circus Maximus. “It’s a cultural opportunity to lessen the stigma of drinking by creating a new and better relationship with alcohol.”

The work targets heavy drinkers between the ages of 35 and 60 who are successful in most aspects of life. Among these are high-functioning high achievers such as lawyers, stockbrokers, creative directors, and doctors who have a “broken” relationship with alcohol. They consume more than six drinks a week—and often far more, perhaps binging on the weekend. They want a healthier life and aim to drink less, but they often don’t see themselves as alcoholics. They don’t have the time or interest for a support group or rehab and may not be able to quit cold turkey. They would prefer to keep things private.

Circus Maximus wanted to create an alternative to traditional methods and coined a line that felt like it could spark a movement: #drycurious was born.

“Many people are beginning to reexamine their alcohol use, and a lot of businesses are following suit,” said Elliot Stone, CEO and co-founder of ALAViDA. “They are already curious about their behavior toward alcohol; we just needed an ownable rallying cry that said, ‘If you’ve thought about drinking less, join us.’”

Wit is the media agency for the OOH buy and Alameda Internet Marketing handled the digital buy.