There is an art to providing good advice. During the 2022 holiday season, we worked with Diageo and the world’s number one vodka, Smirnoff, to build and launch ‘Drops of Advice,’ a global campaign to encourage people to think and drink responsibly while celebrating the best of the season’s festivities. The campaign explores a range of fun, practical, relatable ways to deliver tips to – through small, playful, and useful nudges to help encourage the people we care about.