The Task: We were commissioned to create a responsible drinking campaign as part of our client’s CSR initiative.

The Insight: While brainstorming a direction, we had a sobering realization—too often, we’d wake up to tragic news on social media about the sudden loss of friends or family.

The Idea: Leveraging social media, we told the story of socializing gone wrong, tracking the evenings of different characters whose lives were cut short too soon.

The static executions featured WhatsApp’s “Last Seen” status as a poignant reminder of their final moments online. The video, had it been produced, would have followed one character through the night—checking in online, showing off a good time—until… silence. Then, a shift in tone as updates from friends expressed shock and grief over the tragic news.

Agency: MetropolitanRepublic Uganda