SAO PAULO, Nov. 22, 2013 /CNW/ - If you need to be reminded about the
fragility of human life, just watch a Formula 1 race car made entirely
of JOHNNIE WALKER whisky glasses shattering into a million pieces, says
Carolyn Panzer, Director of Corporate Social Responsibility for Diageo,
makers of the world's No. 1 Blended Scotch Whisky.
(Photo: http://photos.prnewswire.com/prnh/20131122/654067 )
The Glass Car is a new flagship film launched today for Join The Pact, a global
campaign to gather one million commitments to never drink and drive.
Inspired by the fragility of glass, the 90-second film imagines a race
car made of 1,750 glasses. Beautiful and powerful, yet so easily
shattered, the glass car symbolises the importance of always making the
right choices and staying in control.
"Our partnership with Vodafone McLaren Mercedes is an amazingly powerful
platform for talking about responsible drinking," says Panzer. "Ahead
of this weekend's FORMULA 1 GRANDE PREMIO PETROBRAS DO BRASIL GRAND
PRIX, we're releasing The Glass Car to remind consumers that, in life as in racing, control is everything."
Join The Pact aims to gather an additional million pledges never to
drink and drive by inviting consumers around the world to use the
hashtag #ImNOTdriving on social media. In return, JOHNNIE WALKER is
pledging to give away one million kilometers of safe rides home.
The Glass Car features two-time world drivers' champion Mika Häkkinen - a JOHNNIE
WALKER Global Responsible Drinking Ambassador - who says: "Staying in
control is what matters in racing. Split second decisions are the
difference between finishing first and finishing last - or not
finishing at all. The Glass Car is a powerful reminder of how easily our dreams can be shattered -
watch it, share it and sign the pact never to drink and drive."
Set in a painstakingly created computer reproduction of the McLaren
Technology Centre - accurate to just 3mm - the beautiful film features
a stunning CGI model of a Vodafone McLaren Mercedes F1 car and a
breathtaking crash scene at 300 frames per second that took over a week
to render and produced over 100 gigabytes of data in itself. To view The Glass Car go to http://www.jointhepact.com/theglasscar.
Gavin Pike, Global Brand Director of JOHNNIE WALKER, says: "JOHNNIE
WALKER has placed responsible drinking at the heart of its eight-year
partnership with Vodafone McLaren Mercedes. As a result of that
partnership more than one million consumers around the world have
already signed a pledge never to drink and drive and nine weeks ago in
Singapore we launched the new campaign to gather a further one million
pledges through #ImNOTdriving by giving away free rides home across the
"The reaction from consumers has been hugely encouraging and so far we
have already delivered over 10,000 kilometers of free rides home. The
Formula 1 season is reaching its climax at a time when millions are
preparing for the festive seasons in many parts of the globe - it's the
right moment to use this highly impactful film to reinforce the vital
message about never drinking and driving."
Pike adds: "JOHNNIE WALKER is dedicated to personal progress, it is what
the brand personifies, and we believe that responsible drinking is part
of that progress. This latest film is an extremely powerful addition to
a global campaign that uses our partnership with Vodafone McLaren
Mercedes to demonstrate our commitment to world-class standards in
Notes to Editors:
Join the Pact and Vodafone McLaren Mercedes
JOHNNIE WALKER has placed responsible drinking at the heart of its
eight-year partnership with the Vodafone McLaren Mercedes F1 Team.
Through its pioneering sponsorship, and with Mika Häkkinen as the
Global Responsible Drinking Ambassador alongside Sergio Perez and
Jenson Button, JOHNNIE WALKER tackles these issues directly through the
Join the Pact campaign.
Join the Pact asks consumers everywhere to make a commitment to never
drink and drive through signing a pact. Since 2006 Mika and the McLaren
F1 drivers has led this call-to-action initiative, which have been
activated worldwide, collecting a million signatures.
Mika has visited over 30 countries on four continents, spoken to
countless media, government officials, stakeholders and consumers
delivering important messages through unique JOHNNIE WALKER
At the 2013 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX, JOHNNIE WALKER
revealed the next stage for Join the Pact, an ambition to gather a
further one million global commitments to never drink and drive via the
unique hashtag #ImNOTdriving. To honour the one million commitments,
JOHNNIE WALKER will give away one million kilometers of safe rides home
across the globe.
Diageo is the world's leading premium drinks business with an
outstanding collection of beverage alcohol brands across spirits, wines
and beer categories. These brands include Johnnie Walker, Crown Royal,
JεB and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas,
Baileys, Captain Morgan, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180
countries around the world. The company is listed on both the New York
Stock Exchange (DEO) and the London Stock Exchange (DGE). For more
information about Diageo, its people and its brands, visit http://www.diageo.com. For Diageo's global resource that promotes responsible drinking
through the sharing of best practice tools, information and
initiatives, visit http://www.DRINKiQ.com.
Celebrating life, every day, everywhere.
The JOHNNIE WALKER words, the Striding Figure device and associated
logos are trademarks © John Walker & Sons 2013.
Please Drink Responsibly.
For further information:
Alan Watson, Smarts Communicate, E. Alan.Watson@smartscommunicate.com, T. +44 (0) 28 9039 5500; Gillian Cook, DIAGEO, E: Gillian.Cook@diageo.com, T: +31 6 13195266