Award winning 360 VR film to highlight drink driving


So Real…..
You’ll Be Glad To Take The Headset Off

INITION worked with Road Safety Authority in Ireland and BBDO Dublin, to develop a series of gritty scenarios. Using VR to enable drivers to really absorb the consequences of drink driving, one viewer said:

“I wish I had experienced this before I lost my license”.

It demonstrates the positive influence VR can have in the real world.

Virtual Reality was used because it is a totally immersive experience, blurring the lines between perception and reality. It was filmed in 3D 360 to enhance the realism and binaural audio to create a 3D sound experience, which placed visitors directly within the story. The clever combination of creative content and persuasive technology was specifically designed to create a touching and educating experience that would get under the user’s skin, without seeming patronising or preaching.

The Drink Driving Destroys Lives installation is travelling around Ireland on the RSA shuttle bus. It stops at schools, colleges, businesses and local events to reach as many people as possible. It has been shown to more than 100,000 visitors, allowing them to experience the terrible outcomes of drinking and driving, whilst in the safety of a benign chair, before this could transform into reality.

This and the two previous campaigns have been so successful that another one is planned for roll out in 2020.