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.

Article/20491 3b8
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 News
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

News

Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new...
Movies : Entertainment : Stat
 New clubhouse for women’s sports retail opens in London

News

New clubhouse for women’s sports retail opens in London

A new retail concept is putting women’s sport centre stage this summer.
Sports : Retail : Fashion
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Fashion : Sustainability
Stat: Nearly half of women feel misunderstood by brands

News

Stat: Nearly half of women feel misunderstood by brands

Despite driving an estimated £25 trillion ($31.8 trillion, €29.4 trillion) in global discretionary spending, nearly half of women worldwide say bra...
Branding & Advertising : Brands : Retail
Modem’s Dream Recorder turns sleep into spatial storytelling

News

Modem’s Dream Recorder turns sleep into spatial storytelling

Dutch design studio Modem has unveiled Dream Recorder, an AI-powered device that transforms spoken memories of dreams into cinematic video se...
Technology : Modem : Dreams
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN