The Drum Awards for Marketing - Extended Deadline

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Date: Oct 2018
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The International Committee of the Red Cross (ICRC), and independent creative agency, Don’t Panic have created an interactive virtual reality experience that brings the audience into the home of a war-torn family.

'The Right Choice' takes viewers into the home of a family in living amid war. The experience shows users what a normal life looks like for the characters, before asking what they should do when they're suddenly confronted with a horrifying moment of danger. Observing the situation through a virtual reality experience, downloadable to a tablet or phone, the audience becomes complicit in the decision and quickly realise that they are unable to help the family; whatever decision they make, there is no escape from the horror of war.

Using VR with gaze-based interactivity, the app is able to immerse the viewer and put them in the driving seat; making them totally complicit in the decision-making, yet unable to help once the decision has been made. This autonomous decision-making hopes to give the viewer a sense of responsibility for the family, and consequently a feeling of empathy around the helplessness of their situation.

The Right Choice is available to download via the Google Play Store and the app store.

Credits

Client - ICRC / Google

Agency - Don’t Panic London

MD - Joe Wade

Creative Lead - George McCallum Creatives - Claire Guiller, Jake Moss Account Lead - Helen Jackson

Production company - Stoked

VR production company - Visualise

VR Supervisor - Henry Stuart Performance Director - Avril Furness Assistant director - Wael Deeb

Producer - Richard Guy

Production manager - Danny Saneh Director of Photography - James Rhodes

Immersive Audio - Henrik Opperman

VR DIT and Cam Assist - Joe Packman

Art Director - Sarah Chaoul