Diageo and the world's number one vodka Smirnoff, have today launched a new global campaign 'Drops of Advice' encouraging people to drink responsibly during the holidays while also enjoying the best of the season's festivities.

The campaign will urge people to 'be wildly responsible' and will consist of six engaging digital animations, stills from the animations as print options and pop-up 'Be Wildly Responsible' bars across the world. The six 'drops of advice' include:

-  'When drinking, food is your friend'
-  'Avoid top ups'
-  'Dance freely, drink responsibly'
-  'Keep an eye on your friends'
-  'Stay hydrated'
-  'It's okay to call it a night'

The videos, which will feature on Diageo's and Smirnoff's social channels from this week, were created by award-winning Venezuelan animator, Igor Bastidas, whose distinctive bold visual illustrations help bring the campaign animations to life.

This year's activation will also signpost adults to DRINKiQ - a dedicated responsible drinking website available in multiple languages that provides information and practical advice on alcohol alongside a range of resources to encourage moderate consumption.