D.I.Y & Binge drinking.

ok so now im starting to feel a real path forming.. my idea is centered around the pay off "supplying the culture."

Playing on the idea of binge drinking starting to become part of New Zealand's culture along with other kiwi institutions such as D.I.Y.

The home made funnel is really something of a focal point for me. Encompassing a sort of kiwi D.I.Y and know-how along with its obvious relationship with binge drinking.

A particular TVC that I have been thinking about circles around the idea of a father handing down the kiwi culture to his son. The D.I.Y. aspect however is related to binge drinking as the father / son D.I.Y session revolves around making a beer bong. The father proceeds to say "son, D.I.Y is about being a kiwi. It's part of our culture!" And then producing the end product which is a beer bong.

This idea relates to the message of what influence are we having on our children. Are we "supplying the culture" (of binge drinking). Is it a kiwi institution passed down from father to son like D.I.Y. is?

Now I don't think the ad is fully formed just yet  .. Want to draw up a few more ads too. But I think the message is almost finished.