Vinmonopolet’s latest campaign, directed by Øyvind Holtmon and produced by Bacon in collaboration with the Oslo agency ANORAK, features three humorous films highlighting challenging aspects of adulthood, including why it’s so important for young people to show identification when buying alcohol. In Norway, the legal age for purchasing alcohol is 18 for drinks with less than 22% alcohol content and 20 for those with 22% or more, aimed at protecting youth from the dangers of early and excessive drinking. To enforce this, Vinmonopolet requires customers aged 18 to 25 to show ID voluntarily, and last year alone, they checked ID 4.4 million times. This policy helps prevent underage access to alcohol and promotes a safer environment for all.

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