Sobering reality

Sobering reality

US – Johnnie Walker has created a hard-hitting campaign that uses virtual reality to examine the human impact of drink-driving.

Decisions by Johnnie Walker, US

US – Johnnie Walker has created a hard-hitting campaign that uses virtual reality (VR) to examine the human impact of drink-driving.

  • Produced by VaynerMedia, the ad follows the journey of three cars and their occupants
  • VR brand experiences elicit a 27% higher emotional response than traditional 2D content, according to studies by Nielsen and YuMe

Although VR-driven ad campaigns are no longer a novelty, Directions presents a fresh take on the concept, promoting social responsibility rather than a specific product.

The immersive, 360-degree video follows a woman as she drives to a bar to meet a prospective employer. She re-appears, visibly intoxicated, and proceeds to crash the car, causing the deaths of five people. She finally escapes her vehicle and breaks down after witnessing the destructive scene before her as the screen slowly fades to black. A message invites viewers to visit jointhepact.com and pledge that they will never drink and drive.

‘We have created an unforgettable experience that I feel has such a huge impact that anybody at risk of making a bad decision, in terms of how much to drink and getting behind the wheel, will very much think twice,’ James Thompson, CMO at Diageo, told Adweek.

The Big Picture

Immersive VR ad campaigns enable consumers to connect with brands on a deeper level. Read our macrotrend The E-motional Economy to find out more.

Discover More Daily Signals
Netflix’s Famous Last Words signals a new era of digital legacy

Daily Signals

Netflix’s Famous Last Words signals a new era of digital legacy

Dr Jane Goodall, the renowned ethologist and conservationist passed away this week. An interview she recorded for Netflix’s new series Famous Last ...
Technology : Legacy : Longevity
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Foresight Friday : Content Creation : Media
Stat: Americans’ trust in media declines to record low

Daily Signals

Stat: Americans’ trust in media declines to record low

Media : Trust : Consumer Behaviour
London welcomes the world’s first Museum of Youth Culture

Daily Signals

London welcomes the world’s first Museum of Youth Culture

The world’s first permanent museum dedicated to youth culture is set to open in Camden, London, in December 2025.
Youth : Culture : Museum
Swedish insurer hacks social media algorithms with mental health anthem

Daily Signals

Swedish insurer hacks social media algorithms with mental health anthem

Swedish insurer Länsförsäkringar Göteborg och Bohuslän has launched Detoxify, a subversive campaign that uses music to retrain harmful social media...
Sweden : Social Media : Algorithms
Stat: Gen Z shuns the values most desired by hiring managers

Daily Signals

Stat: Gen Z shuns the values most desired by hiring managers

New research from behavioural-science company Becoming You Labs reveals that only a small fraction of American Gen Z hold the three main values tha...
Youth : Gen Z : Work
Stella McCartney debuts plant-based feathers at Paris Fashion Week

Daily Signals

Stella McCartney debuts plant-based feathers at Paris Fashion Week

At Paris Fashion Week, Stella McCartney unveiled a striking alternative to bird feathers: plant-based Fevvers.
Stella McCartney : Fevvers : Feathers
Pedestrians are walking faster and lingering less in public spaces

Daily Signals

Pedestrians are walking faster and lingering less in public spaces

Pedestrians in American cities are moving faster and spending less time lingering in public spaces, according to a new study from MIT’s Senseable C...
MIT : Wellness : Design
Stat: Taylor Swift’s new album movie breaks US box office

Daily Signals

Stat: Taylor Swift’s new album movie breaks US box office

Taylor Swift’s latest project, The Official Release Party of a Showgirl, turned a listening event into a box office hit, earning £24.6m ($33m, €28....
Pop Culture : Advertising : Media
Chanel’s le19M brings Parisian craftsmanship to Tokyo

Daily Signals

Chanel’s le19M brings Parisian craftsmanship to Tokyo

Chanel’s le19M has landed in Tokyo with La Galerie du 19M Tokyo, an exhibition that unites Parisian artisans and Japanese craftspeople in a celebra...
Luxury : Fashion : Design
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN