Case | Av-og-til
“Det tredje glasset”
Av-og-til is an organization that works for responsible alcohol consumption in situations where alcohol poses a risk, or can be a disadvantage for oneself and others. Behind Av-og-til are political parties, public enterprises, and professional and voluntary organizations. And each year they launch campaigns in seasons where consumption usually goes up.
Illustration / Design / Animation (Via Bloom Oslo)
26 million
media impressions
36%
of the target audience changed their attitude and behavior.
The Challenge
Christmas is a season of alcohol—often in settings where children are present. Av-og-til aimed to raise awareness among parents and grandparents about how children perceive adults who have had one drink too many. The campaign needed to convey the child’s perspective in a way that resonated, without being preachy.
The Concept
Hand-drawn illustrations gave the campaign a unique, crafted look that stood out from AI-generated images and traditional advertising. Each character was assigned a distinct color from Av-og-til’s palette: deep red for the mother, a softer red for the grandmother, and blue for the child—creating a visual contrast that symbolized their differing experiences.
The Solution
“The Third Glass” is a Christmas story told from three perspectives: mother, child, and grandmother. Narrated by Maria Mena, the audio format naturally fit into holiday traditions. The long-form storytelling created an emotional connection that made adults reflect: “Oh, this actually applies to me.”
The Results
The stories were published on Spotify, with the child’s perspective printed in full in ads. Major media outlets like NRK, VG, and Aftenposten covered the issue, sparking a public debate that continued into the new year. The campaign generated over .
Most importantly, 36% of the target audience changed their attitude and behavior. A crucial reminder that children are influenced before you are—and that a slightly different Christmas story can give them a slightly better Christmas.
