Drive

Advertising

Johnnie Walker Tackles Driving Drunk Head-On

By Delphine Hirasuna |

When Johnnie Walker signed onto the Join the Pact initiative to promote responsible drinking, the whisky maker did more than lend its name to the campaign; it gave an impactful demonstration of what might happen when you drink and drive.

Marketing agency APAC Iris Singapore worked with Johnnie Walker to create this 90-second public service spot. The agency took advantage of the fact that Johnnie Walker has been a long-time sponsor of the Vodafone McLaren Mercedes Formula One racecar team, and proposed building a CGI model of a Formula One car out of 1,750 Johnnie Walker whisky glasses. The project, headed by Iris regional creative director Grant Hunter and film/3D director Russell Appleford, proved to be an arduous task. Just the crash scene alone required more than 100 gigabytes of data. Two-time world drivers’ champion Mika Häkkinen, Johnnie Walker’s responsible drinking ambassador, was brought in to give the voiceover message authority, advising, “Staying in control is what matters in racing. Split-second decisions are the difference between finishing first and finishing last – or not finishing at all.” For a liquor company, this approach is bold and civic minded. It addresses the potential danger of their product directly and doesn’t try to slip in a self-serving “buy more whisky and party hearty” plug.

Motion Graphics

Hyundai Takes 3-D Projection
Mapping to New Heights

By Delphine Hirasuna |

Just over a year ago, we ran a story about innovations in 3-D projection mapping. At the time, it was largely a performance demonstration that hadn’t yet become established for commercial marketing purposes. Now it has. This dazzling 3-D mapping stunt was created in Malaysia for the 2012 Hyundai Accent, which will be debuted at the New York Auto Show later this month. The part of the video that is real is the car, which was suspended from the side of a building, and the driver who “walked” to the car and got in to “drive.” The wheels spun, but the rest of the imagery was computer generated. One thing about 3-D mapping films is that they need to show viewers the reaction of the in-person audience and even the behind-the-scene production work to truly appreciate what the producers pulled off. Otherwise, just seeing the 3-D show on a screen would lead many to conclude that the whole thing was done on a computer.

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Illustration

RSA Animate: Moving Motivation

By Delphine Hirasuna |

Teachers often write important points on a whiteboard to emphasize things they want students to remember. This is even better.

The Royal Society of Art (RSA) in London has collaborated with illustrator Andrew Park to animate talks given at RSA. This video takes an excerpt from Daniel H. Pink’s lecture on “Drive: The Truth About What Motivates Us” and visually brings Pink’s key points to life. In addition to “Drive,” Pink is the author of “A Whole New Mind: Why Right-Brainers Will Rule the Future” — both recommended reading.

Yes, this video is long (10 minutes), but Pink, as always, has thought-provoking things to say, and Park’s sketches are fun and fascinating to view.