TIMEPLAY, Toronto / PARACHUTE CANADA / 2017
Cinema audiences were asked to decide how Adam, a teenager, spends his last day at school, the music he should listen to, the prank he should play, the people he should hang out with, and so forth. Viewers made the decisions by voting on the app - a majority of votes on the app made the decision of how the film would play out on the big screen. Adam is at the wheel when he texts his friends one last question. He doesn’t see the red light and an oncoming vehicle smashes into his car.
Unlike other typical PSA’s where a logo and message would appear to end the film, we pressed the audience for one more choice. Press a button and pledge never to text and drive. When they did, their name, their name appeared on the screen.
Across Canada for one month in the Fall of 2016 at all Cineplex cinemas.
In one month over 600,000 Canadians viewed this piece. 150,000 players downloaded the App and participated in making choices. 100,000 pledges where displayed on the big screen.