Johnnie Walker - "The Glass Car - Join The Pact"

iris

iris Singapore, Singapore

Awards

8403

This ad is part of the ACT Responsible Collection

Brand: Johnnie Walker
Country: Singapore

Advertiser: Diageo

Title	The Glass Car - Join The Pact
Agency	iris
Campaign	The Glass Car - Join The Pact
Advertiser	Diageo
Brand	Johnnie Walker
Date of First Broadcast/Publication	2013 / 11
Business Sector	Alcoholic
Tagline	Responsible drinking with Formula 1 stars
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.
Philosophy	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.
Media Type	Television
Length	90 seconds
Soundtrack	Echolab
More Information	www.jointhepact.com/theglasscar
Executive Creative Director	Grant Hunter
Director	Russell Appleford
Producer	Louise Oliver
Creative Group Head	jonathan Cockett
Agency Producer	Prema Techinamurthi
Art Director	Shawn Foo
Editor	Peter Booth
Sound Design Company	gavin little
Account Executive	cheryl chan
Strategic Planner	paul gage
Account Director	hannah dogger
Recording Studio	Richard Martin
Animation	garret honn & victor erez
Animation	Russell Appleford