Drinkwise: The Party Fox

UNIT9 and director Cole Paviour recently partnered with London agency Eden Stanley to produce a film for Drink Wise’s alcohol awareness campaign.

The ‘Alcohol and Childhood Don’t Mix’ initiative highlights the fact that, according to recent research, children in the UK drink more than most European teenagers.

The cheerful tone of the short video is punctuated by appearances of the Party Fox, an imaginary animal that comes out whenever alcohol is being consumed. The second half of the film takes a dark turn when the main character, a young boy, follows his parents’ example and is lured to drink by the Party Fox.

Drink Wise’s campaign acknowledges that “It’s time to stop teaching our children to drink” and urges us to #LookAgainAtAlcohol.