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.