Drunk Belgian top gamer crashes car
Friday, December 20, 2013 — Brussels, 20 December 2013 – “No problem, I am still totally capable of driving”. Or “I didn’t have that much to drink.” Typical excuses after a night out. That is why Responsible Young Drivers are launching only a few days before Christmas a viral movie that shows the impact of alcohol on your driving behaviour. The name of the campaign: “You can’t restart life. Don’t drink and drive.” In the movie they test the effect of alcohol on the driving behaviour of a Belgian top gamer, in the most realistic driving simulator of the moment: Gran Turismo 6.
Gran Turismo 6
On December 6, Gran Turismo 6 was launched: the most realistic driving- and race simulator in the world. This is a very popular game with more that 1.5 million online gamers per day. Gamers have the habit to post movies online of their best performances. Responsible Young Drivers is now also posting a movie, starring the best Belgian Gran Turismo pilot: Amo_Racing87.
With Amo_Racing87 we have a Belgian that is in the world top of online gaming. He has competed in different official online championships of Gran Turismo. In 2010, 2012 and 2013, hij was the best Belgian pilot and the only one that was allowed to compete in the Gran Turismo Academy, the world championship for the best pilots. He came in 3rd in 2012.
The concept
Aim of the movie is to test the effect of alcohol on Amo_Racing87’s driving skills. In order to make this happen, the gamer was asked to consume a large amount of alcohol, under the surveillance of a doctor. The effect soon became clear: the car became difficult to handle and Amo-Racing87 had to restart the game several times in order to get into a good position. He finally crashes. That is when the following message appears:
“You can’t restart life, don’t drink and drive”
“To make sure this test was as realistic as possible, we did get him drunk”, says Tim Driesen, Creative Director at advertising agency Famous, responsible for the production of the campaign. “There wasn’t any acting involved – we were stunned to see that alcohol could even affect the virtual driving behaviour of a trained gamer. It totally reminded us that alcohol and driving don’t mix.”
"We want youngsters to realise you cannot drink and drive, “ says Johan Chiers, spokesperson at Responsible Young Drivers. “The best way to reach them nowadays is via social media, and that is why we’ve created this unique video.”
The movie can be watched on YouTube via the following link: http://www.youtube.com/watch?v=g6kUKG6RP5k&feature=youtu.be
For more info on the activities of Responsible Young Drivers, go to www.responsibleyoungdrivers.be
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CREDITS
Client: Responsible Yound Drivers
Client contact: Johan Chiers
Agency: Famous
Creative Director: Tim Driesen
Associate Creative Director: Iwein Vandevyver
Digital Creative Director: Laurent Dochy
Creative Team: Ruben de Praetere & Yves van Hacht
RTV Producer: René Vermeulen
Production company: Geronimo
Producer: Jasper Moeyaert / Mathias Kerner
Directors: Henri & Fidel
DOP: Piet Deyaert
Project Leader: Miet Lust
PR: Kathy Van Looy, Anne-Cécile Collignon
Social Strategy: Klaas Willaert
About Responsible Young Drivers
The active volunteers of Responsible Young Drivers, all between 17 and 29 years old, organise trainings in schools, voluntary alcohol checks in nightclubs, crashtests and other campaigns to educate youngsters about the danger of alcohol and driving.
www.responsibleyoungdrivers.be