DMHT / DRINKiQ.COM

Diageo Moët Hennessy (Thailand) launched the innovative “Drink Fun, Drink Smart” campaign under its global sustainability plan, Society 2030: Spirit of Progress, to promote responsible drinking in Thailand. Addressing strict alcohol communication regulations,the campaign used creative PR strategies rooted in Thai cultural insights—favoring “edutainment,” trends, and spirituality.

At its heart was Na-Sathi (“Mr. Mindfulness”), a symbolic art-toy amulet designed to encourage mindful drinking. Na-Sathi’s warm amber hoodie symbolized joy, while his mirror reminded drinkers of self-awareness. Debuting on a popular video podcast discussing mindfulness and danger, Na-Sathi resonated with audiences as a modern talisman for responsible drinking. Supported by press releases and strategic visuals, the campaign blended creativity, cultural relevance, and impactful messaging to redefine corporate responsibility, making mindful drinking education both engaging and meaningful for Thai society.

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I took the lead in designing the character 'Na Sati' based on the brief that the character should not appear childish, while still maintaining a cool and fun vibe. To achieve this, we drew inspiration from the 'Na' (uncle) or cool older brother archetype.

The character is dressed in streetwear, striking a pose reminiscent of a deity (like a god or goddess). They hold a mirror, symbolizing self-reliance and the idea that one is their own refuge. To add a touch of playful mischief and fun, the character is depicted wearing sunglasses and raising an eyebrow.