Back in early 2010, Pace University invited us to participate in the conversion of alcohol educational strategies into a full fledged board game. The question then arose: Can the passage of information with such a serious subject matter with real-world consequences be fun, engaging AND educational? Our job was to create a brand experience that delivered the unexpected from a hesitant audience of young adults.
The idea: To embrace the visual realms, such as comic-books and animé, that our educational target of teens and young adults identify with, then invent a familiar visual language for them to interact with and learn from.
Over the course of four years, The Drinking Game was shaped by the suggestions and ideas of students and educators. Along the way, a virtual college town with more than 30 diverse student identities was created, along with an eCommerce website where the initiative is spreading through high schools and universities across North America.