Short rationale: Wine bottles that display healthy drinking advice only as the wine is decanted feature in ‘Don’t Reach the Bottom’ - a striking new campaign by Y&R Russia backed by Russia’s biggest wine distributor, Simple Wine.The agency has designed a series of 1,000 special wine bottles each featuring on its glass one of three different cartoon designs that can only be seen as the wine is poured out. In one execution, a series of images start with a young couple who appear to be enjoying themselves sensibly then progress through depictions of increasingly wild behaviour before culminating in a drink driving-related accident only visible when the bottle is empty. Other designs deal with different negative effects of irresponsible drinking.Aimed at middle class wine drinkers, the ‘Don’t Reach the Bottom’ campaign is intended to promote responsible drinking at a time of increased concern in Russia about excessive alcohol consumption.CreditsSimple Wine vice president: Anatoly Korneev