Introduction

In May 2015, Johnnie Walker launched the Walker Wager campaign nationally. A wager was made between South Africa’s top racing driver, Gugu Zulu and his friend, two-time Formula 1 World Champion, Mika Hakkinen. The wage? That Gugu could train a person with absolutely zero racing experience, to drive a lap of Kyalami within 5 seconds of Mika’s best lap time.

The person he chose was Vusi Thembekwayo – a businessman and public speaker.

After creating The Interactive Race Experience on Desktop, we realised that users on mobile wouldn’t be able to join in.

The Idea

A first-of-its-kind instagram experience called the Insta-Race let users step inside the wager from either Mika’s, Gugu’s or Vusi’s perspective. 38 different instagram accounts and over 250 unique images and video clips were used to map out each individuals’ journey, and allowed you to navigate the various options and decisions of each individual with incredible detail.

The result was a completely unique journey inside this extraordinary wager, all through the comfort of your mobile phone.

Visit @Johnnie_Walker_InstaRace on Instagram

Case Study

Awards

Loeries 2015: 
(Digital & Interactive) Microsite – Bronze
(Branded Content Video) Campaign – Bronze
(Digital & Interactive) Digital Integrated – Bronze
(Digital Crafts) Illustration Photography and Design – Craft Certificate