BBDO Dublin’s immersive activation for the Road Safety Authority won two Platinum Awards at the Dallas, Texas competition
‘Consequences’ has been awarded two Platinum Awards at the global AVA Digital Awards, making BBDO Dublin the only Irish agency to have received such an award.
Based in Dallas, Texas the AVA Awards is an international competition that recognises creative excellence in planning, concept, direction, design and production of digital communication. Consequences received two platinum awards for video production - one in 360 and the other in VR.
The RSA Interactive Unit (Shuttle), travels nationwide to educate the general public about the importance of road safety. In this newest piece, BBDO Dublin have pushed the boundaries of what is possible with VR technology and have created an activation that focuses on the dangers and consequences of drink driving.
‘So what is Consequences?’
Consequences is a ground-breaking immersive VR activation in which the user faces the ramifications of their decision to drink and drive. Powerful and attention-demanding, it transports RSA Shuttle visitors through a series of hard-hitting scenes and vignettes that will drive the message that drink driving wrecks lives.
Everything is directed from the user’s point of view. Their position remains the same while the environments around them change. In this way the experience emphasises feelings of powerlessness and inevitability once the decision to drink and drive is made. This decision has repercussions, and the VR film shows the user how these play out - they cannot change the path of events.
Why 360 filming?
The hard-hitting VR stories were filmed in 3D 360 to generate a fully immersive and realistic experience with binaural audio to create a 3D sound environment, which placed visitors directly within the story. There’s no dissonance or distraction for those unfamiliar with VR gaming - their surroundings feel real, the speed with which they acclimatise and understand their situation is quick and the reactions, eye contact and expressions of the people around them is authentic - to portray real life scenarios in a much more familiar and accurate way for the viewer.
The Drink Driving VR experience is delivered via Oculus Rift, with additional versions created for Oculus GO and YouTube 360.