"Lose control and you could lose everything"
NHS Birmingham East and North employed well-known photographer Rankin to create a shocking viral to highlight the dangers of binge-drinking, as part of a multimedia campaign that launched on 24th May 2010.
Questions have been raised about Rankin's suitability for the project, given that previous advertising commissions include Guinness, Jameson's and Baileys.
However last year he shot an anti-smoking campaign and in this ad he works with co-director Chris Cottam to depict a young binge-drinker losing it after a booze-filled night.
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