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THE CHALLENGE

Drunk driving deaths have declined 51 percent nationally since the federal government began tracking them in 1982. While drunk driving fatalities have fallen, but there’s more work to be done.  According to the CDC, every day 28 people in the United States die in car crashes that involve impaired drivers, which amounts to one death every 53 minutes. As one of the largest beverage alcohol companies in the world, Diageo has the responsibility to advocate responsible drinking. So, we partnered with VaynerMedia to find a new way to engage consumers and encourage people to never drink and drive – because drunk driving is 100% preventable.

THE SOLUTION

With the purpose of showing the repercussions of getting behind the wheel after a night of excessive drinking, we created a 360° virtual reality experience that puts users in the front seat of a devastating car crash. “Decisions” follows the journeys of three different vehicles and their passengers. The stories of each individual group – all unrelated at the outset – unfold as the viewer discovers the different motivations that led to each group’s night out. In one vehicle, three friends are heading to a party. Filled with laughter and excitement, their story shows the carefree spirit fueled by the many possibilities that may lie ahead. In another vehicle, the story focuses on an adult woman celebrating a breakthrough in her career. The third and final vehicle explores the touching relationship of a husband and wife during their first date night since the birth of their new baby. All three storylines, and vehicles, ultimately converge in a tragedy that the viewer will be able to see, hear and feel. 

With production, visual effects and 360° audio, this immersive experience challenges people to think twice before allowing themselves – or others – to get behind the wheel after drinking. 

Through the use of 360° and virtual reality technology to share this story, Diageo powerfully highlights the negative impact that one bad decision can have on multiple lives. For the full immersive experience, users can sit in an interactive motion-chair synced to audio and choreography in the video while wearing a VR headset. However, “Decisions” is also accessible to those at home through Facebook 360, YouTube 360 and virtual reality applications Oculus and NYTVR 

The behind the scenes story:  

  

THE RESULTS

So far, “Decisions” is already making a significant impact on consumers’ choices about drinking and driving this holiday season. It has surpassed 13 million views online – and it’s only the beginning. Consumer survey results show: 

  • 64% of respondents said that the topic of drinking and driving is more important to them now.
  • 75% of respondents will prevent drinking and driving by planning ahead with a designated driver, while 73% said they will STOP other people from drinking and driving.  
  • 67% of respondents said that the 360 degree virtual reality format of the ad was effective and 58% would share it with friends and family.

When we asked “Concerning that ad about drunk driving, what message did you most take away from it?” they said:

Media coverage has also been positive and wide-ranging, with some key highlights shown here. 

“'Die' in a drunken-driving accident, via a terrifying VR experience.” - USA Today 

“Virtual reality makes sense for this application: It’s aces at eliciting emotions more effectively than two-dimensional media.” - Wired Magazine This content will also be available through an educational guide on DrinkIQ for teachers, community members and faciliators to leverage. Diageo’s Corporate Responsibility team is also working with DMVs to integrate this into the driving curriculum and requirements.

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