“Safe” and “alcohol” aren’t usually words you hear in the same sentence, unless they’re on a grim looking PSA telling you to “be safe, DON’T drink alcohol” when you’re driving/underage/pregnant/otherwise vulnerable. And these are all warnings that are incredibly important and should be taken seriously, but have you ever heard of someone drinking his/her way home safely?

If you’ve ever used Twitter’s “Instagram-for-video” application Vine, you know that most of the content on there is quirky, creative, and fun...but not much else. If you know anything about Lowe’s, you know that they have some of the best “how-to” home improvement tips on the web. With Vine, BBDO and Lowe’s saw a challenge and an opportunity—what if we could use Vine to help people improve their homes in a mere six seconds? It turns out, we could.

Though we at the Digital Lab love all things digital, we cannot help but tip our hats to innovative campaigns that are not digital as well. BBDO Argentina was recently behind one such innovative campaign for client 7up.

It goes without saying—you’re not you when you’re hungry. But who exactly are you when you’re hungry? BBDO Proximity Düsseldorf built a digital transformation tool that can help you find out. And since hunger can elicit different emotions in different people, you can see what you look like when you’re angry-hungry, irritated-hungry, weak-hungry, vacant-hungry, stupid-hungry, or any combination of those emotions, at different levels of intensity.