As part of the global movement to gather an additional one million commitments to Join The Pact to never drink and drive, JOHNNIE WALKER is unveiling its new flagship film for the campaign, The Glass Car.
Video is located here www.jointhepact.com/theglasscar
Inspired by the fragility of glass, the 90-second film imagines a Formula One car made entirely out of JOHNNIE WALKER whisky glasses. Beautiful and strong, yet easily shattered, the glass car symbolises the importance of always making the right choice and staying in control. The film features Mika Häkkinen – a JOHNNIE WALKER Global Responsible Drinking Ambassador to underscore the message.
Each virtual glass is engraved with the key element of the campaign, the hashtag #ImNOTdriving, which our JOHNNIE WALKER consumers are asked to use to give their commitment to the campaign.
Set in a painstakingly created computer reproduction of the McLaren Technology Centre – accurate to just 3mm – the beautiful 25 frames per second film features a stunning CGI model of a Vodafone McLaren Mercedes F1 car and a breathtaking crash scene that took over a week to render and produced over 100 gigabytes of data in itself. To view The Glass Car go to www.jointhepact.com/theglasscar
Carolyn Panzer, Director of Corporate Social Responsibility for Diageo, says the JOHNNIE WALKER partnership with Vodafone McLaren Mercedes is a powerful platform for talking about responsible drinking.
If you need to be reminded about the fragility of human life, just watch a Formula 1® race car made entirely of whisky glasses shattering into a million pieces, she says.
Responsible drinking is at the heart of our eight-year partnership with Vodafone McLaren Mercedes. More than a million consumers have already signed a pledge never to drink and drive and nine weeks ago in Singapore JOHNNIE WALKER launched the new campaign to gather a further one million pledges through #ImNOTdriving by giving away free rides home across the globe.
The launch of The Glass Car is timed around the build-up to the festive season, a perfect time to drive home our responsible drinking message.
Carolyn adds: Powerful and effective responsible drinking assets such as this dramatic film are critical elements in delivering our transformed reputation in every market ambition. The film is a call out to everyone around the globe to join JOHNNIE WALKER and help us get the world home safely.