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.