Steinlager: Tears

New Zealand's binge drinking culture makes headlines most weekends. Accordingly, Steinlager has launched a cleverly crafted campaign that employs humour to get the message across, created by DDB NZ.
The internet is full of pranks played on those who have had a bit much to drink. Naturally, the spotlight is usually on the prankee, rather than the pranker. ‘Be the artist’ aims to give kudos to the person who retained enough of their wits at the end of the night to put pen to forehead, and demonstrate that the sensible drinker can also be the most fun at a party.

IDC Photographer and producer, Troy Goodall and Michele Richards, were commissioned to produce portraits of people in various states of disrepair after a night out. Adorned with some embarrassing drawings, Troy captures their remorse with a sensitivity that suggests he’s been there many times before.