Avril Furness
Director assistente criativo at McCann Health
London, Reino Unido
TituloThe Right Choice
Agência
Campanha The Right Choice
Anunciante International Commitee of Red Cross
Marca ICRC
Data da primeira Transmissão/Publicação 2018 / 10
Sector Empresarial Acções caridade, fundações, voluntariado
Filosofia 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.

Too often, when we think of conflict, we immediately think of refugees and scenes of devastation, but rarely do we think of the people that are hidden in their homes, unable to escape the horror’s and atrocities occurring around them. For those trapped by urban warfare, there is no escape and no choice.

‘The Right Choice’ takes you into the home of one such family, showing you what normal life looks like for them and asking you to decide what they should do when they are suddenly confronted with a horrifying moment of danger. Observing the situation through a virtual reality experience, downloadable to your tablet or phone, the audience becomes complicit in the decision and realises quickly 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.
Tipo de Mídia Interatividade
Comprimento
Managing Diretor
Creative Lead
Equipa criativa
Equipa criativa
Account Lead
Produtora
Produtora
VR Supervisor
Digital Performance Lead
Assistant Director
Produtor
Production Manager
Director de fotografia
Auditivo
Camera Assistant
Director de arte

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