Alcohol Change UK commissioned us to create a new campaign identity for their Dry January campaign. Now in its 10th year, the Dry January campaign is recognised globally for motivating thousands of people to take a break from alcohol for 31 days, to reset the mind and the body.

To give Dry January a fresh new look, we developed the creative approach to the campaign and created a range of content for advertising. This involved handling the photography (taken by Jonathan Keenan), creating a series of campaign films and designing the marketing tools.

In the spirit of staying dry, we created branded umbrellas to feature across all assets to launch the campaign. The umbrella was a signifier for the support offered as well as being an existing element of the Dry January® brand.