When Chris Raine (CEO HSM) told us the story of why he created the movement for a better drinking culture, we were moved. His goal was to encourage people to think beyond getting blotto on Saturday night and instead, wake up with a clear head on a Sunday morning to enjoy the day.
To get the message through the haze of so many alcohol-pickled party people, we first had to put ourselves in their shoes and determine what would be the worst thing ever for a thumping hangover on a Sunday morning?
The answer - drums.
We got in touch with Australia’s best drummer, Kram from Spiderbait, who agreed to write a song and bash the hell out of his drum kit in the name of peace and quiet.
After the Australian runaway success of our ‘Don’t let the day get away’ campaign, Hello Sunday Morning is now rolling out in many other international markets - UK, Ireland, US and Canada. Here’s to that.