Clemenger Sydney says cut the booze for Dry July

15 June 2017

Creative Agency: Clemenger BBDO (Sydney)

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Adland is known for its love of booze. Will you give it up for cancer this Dry July?

Clemenger BBDO Sydney and the Dry July Foundation are encouraging Aussies to drop the booze for a month to help raise much needed funds for people affected by cancer.

Although the foundation has raised more than $26.5 million over the past decade, the cause behind Dry July hasn’t always been clear.

The challenge this year was to make people understand that raising funds for cancer patients is what drives the foundation.

This year, the creative takes a tonal shift to highlight that the 11,181 people diagnosed with cancer every month don't ask for the disease.

The spot shows an actual cancer patient asking his mate to sign up for Dry July.

“We are grateful for the support and donations of those Australians who have taken part in Dry July over the past decade. We couldn’t have imagined that raising over $26.5 million was possible when we started all those years ago," Brett Macdonald, Dry July Co-Founder and CEO says.

"This year we wanted the creative to remind people that taking part in Dry July is more than just giving up alcohol – it’s a chance to make a real difference to the lives of people affected by cancer all around Australia. You are not taking part in Dry July unless you are raising money or supporting someone who is.”

The campaign kicks off this week with a website, TV, radio, social and digital OOH.

Visit to do your part.

Client: Dry July Foundation
Co-Founder & Chief Executive Officer: Brett Macdonald
Marketing Manager: Katie Evans
Agency: Clemenger BBDO Sydney
Executive Creative Director: Ben Coulson
Managing Director: Emily Perrett
Creative Directors: Brendan Willenberg, Ben Clare
Creatives: Sophie Horne, Salah Ben-Brahim
Planner: Toby Clark
Senior Account Director: Holly Whiteley
Account Coordinator: William Mulholland
Senior Producer: Claire Bisset
Senior Sound Engineer: Anthony Tiernan
Editors: Alex Guterres, Jess Morgan
Production Company: Rabbit Content
Director: Craig Rasmus
Executive Producers: Alex Hay and Lucas Jenner
Producer: Rita Gagliardi
DOP: Michael Latham
Casting: Peter Einberg Casting
Colourist: Fergus Rotherham- BE Colour
Stills Photographer: Scott Davidson
Special thanks to Westmead Hospital, The Crown Princess Mary Cancer Centre.

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