Overview

LOKi partnered with SARD over three consecutive years to build a sustained responsible drinking platform in Singapore, activated during key festive periods. Each year, we refreshed the campaign under a consistent theme to keep the message relevant and culturally in tune.

The work combined engaging formats such as bartender-led videos, podcast-style conversations and a hero brand film with supporting tools designed for real-world application. Anchored on the idea “Know how much is too much”, the campaign balanced education and relatability to encourage informed, responsible drinking behaviours over time.