Steinlager Beer’s Sobering Solution to Drunken Idiocy

There’s a time-honored tradition of punishing passed-out drunk by doodling on their limp bodies.  A new campaign from Steinlager, a New Zealand beer company, has embraced this popular prank, but is hoping to use it, oddly enough, to encourage responsible drinking

“Be the Artist, Not the Canvas,”created with the help of DDB Auckland, has a commercial and print ads that feature a bunch of drunk dudes, blissfully unaware that an “artist” is inking all over their skin. There’s also an online “artwork gallery” of the campaign images, showcasing the work of the artist. Users can click through title cards that poke fun at stuffy museum descriptions with sentences like, “By employing bold cartoon-like imagery he subverts the outer adult and omnipresent inner child to great effect.”