Johnnie Walker's Responsible Drinking global initiative – Join the Pact, along with its agency iris Worldwide has created a 90-second film titled “The Glass Car”.
The film reminds the audiences the fragility of human life and asks viewers to make the commitment to not drink and drive. Its release coincides with the final 2013 Formula One race in Brazil and the end of year festivities around the globe.
The film was written by iris Worldwide's regional creative irector, Grant Hunter and directed by Russell Appleford. 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.
It took 1750 glasses to create the final form.In the film the car dramatically shatters, serving as a powerful reminder of the consequences when a bad judgment call is made.
Hunter said: “When we first presented the idea we knew it had the potential to deliver the never drink and drive message in a surprising but beautiful way. We’ve been working with Johnnie Walker on their global sponsorship of the Vodafone McLaren Mercedes Formula One team for the last six years and the Join The Pact initiative has been an integral part of it.”
“We hope the glass car will jolt people into making the right choice to never drink and drive”.