'Smashed Online' emerged from Diageo's alcohol education in schools campaign which tackles the issue of underage drinking through interactive workshops, teaching resources and holding theatre-led programmes.
After setting the high bar of reaching 10 million young people, teachers and parents by 2030, Diageo turned to We Are Tilt to grow their message digitally. Setting out to create less a set of brand films and more a set of educational tools and visual properties for shifting cultures of thought, Tilt held true to the project's roots of immersion. By placing the young person themselves into the story via interactive online content and episodic films, where main characters make choices and viewers are asked to evaluate how they feel about these decisions, an affinity between the two is created.
It's a truly ambitious project, bringing fresh approaches to reaching younger audiences on important issues. It also seems clear that Tilt's focus on fostering the relationship youngsters have with fiction, and how they digest it, has had a significant impact. With 95% of surveyed participants marking themselves as less likely to drink as they exit the materials, 'Smashed Online' illustrates how powerful and agile brand film can be.
