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Johnnie Walker - "The Glass Car - Join The Pact" - iris Worldwide Singapore

  • The Glass Car - Join The Pact
  • Johnnie Walker
  • Diageo
  • iris Worldwide Singapore
  • Singapore
  • The Glass Car
Product CategoryAlcoholic
More Informationhttp://www.jointhepact.com/theglasscar
Date of First Broadcast/PublicationNovember 2013
Media TypeTelevision
Length90 Seconds
Executive Creative Director Grant Hunter
Art Director Shawn Foo
Creative Group Head jonathan Cockett
Director Russell Appleford
Producer Louise Oliver
Account Director hannah dogger
Account Executive cheryl chan
Strategic Planner paul gage
Agency Producer Prema Techinamurthi
Editor Peter Booth
Animation garret honn & victor erez
Animation Russell Appleford
Sound Designer gavin little
Recording Studio Richard Martin

Story

Johnnie Walker sponsors the Vodafone Mercedes McLaren Formula 1 team. To make this sponsorship accessible to our drinkers, we created branded content, parties and promotions inspired by driver Jenson Button's affluent lifestyle. 

Concept

This sponsorship was coupled with a rebooted 'Join the Pact' campaign - a commitment to never drink and drive. Our powerful Glass Car film, alongside F1 drivers Mika Häkkinen and Sergio Perez launched the campaign with a promise of one million kilometres of safe rides home from the brand. 

The centerpiece of the film is a full-scale reconstruction of the 2013 McLaren MP4-28 Formula One car made from Johnnie Walker whisky tumblers. In the film the car dramatically shatters, serving as a powerful reminder of the fragility of human life. 

Result

4M+ Engagements with our branded content and digital platforms worldwide.

$1M PR value from the #imNOTdriving launch at Singapore GP

100K KM of safe rides home already provided in Asia.

£170M Viewers in 150 countries - equivalent to £41m in media value.