Abby Norm Ring Roger
10.05.19 – Diageo, the largest beer, wine and spirits company in the world, came to us to help show teens that dealing with alcohol smugglers is a dangerous game. Along with Abby Norm we created an integrated, interactive film solution for Swedish cinema, TV and web.
In Sweden, alcohol is controlled through a retail monopoly in part to prevent alcohol sales to minors. Yet every day tens of thousands of liters are sneaked across the borders – soon to be sold sold straight to minors by illegal dealers, often connected to other forms of organized crime. Five out of ten Swedish 16-year-olds have the number to a bootleg dealer in their cell phones. He will deliver straight to your door, any time, day or night.
With the help of AbbyNorm, we created for Diageo an effective campaign to inform Swedish youth about the risks of buying bootleg alcohol.
We created a first-person POV storyline that takes the visitor and a friend from a lively party night to a nightmarish look at the world of crime. Intuitive way-points and surprising personalization makes the experience dark and scary.
We wanted an effective interactive storyline that had enough paths through it to make you feel like you are really in control of your destiny. We ended up shooting material for 16 possible ways through the story which proved more than enough.
The fully interactive sequences were shot using a custom twin RED camera rig enabling us to shoot a high def panoramic image with double focal points enhancing these 2-way choices.
To make the experience personal and fully engaging we invite the users to upload an image of their own face onto the site. Using Flash 3D we built functionality that brought that portrait into the story. This proved challenging within the POV perspective since you’d only be able to see yourself through reflections and quick glimpses. A combination 3D tracking and camera tracking was used to achieve a realistic illusion of you looking at yourself beaten up in a police car window.
Once you went through the site you could share your personal experience through a personalized trailer depicting your night out.
The result surpassed expectations. with more than 100,000 Swedish visitors spending an average of nine minutes on the site, actively engaged by Diageos’ message and sharing it with their friends.