In response to our brief with Levi’s we came up with the sustainability awareness drive of creating an multi-sensory, VR maze experience. That makes people wake up to reality and see that ‘the consequences are coming’, but will you follow your head or your heart in your sustainability journey?

Sustainability shouldn’t be a choice it should be a lifestyle. At the beginning of the maze it will be as if your viewing the world through rose tinted glasses, with a weird underlying sense that something is wrong. The mirrored entrance will lead to the sounds of birds tweeting and the smells of a rainforest, this will help you to see the beauty of the world in which we live. Touch the grass covered walls and walk through a makeshift rain room where imitated rain falls. Experience the four seasons with heat, rain, ice and tropics, and the deafening sound of silence as the maze takes a twisted turn.

Once reaching the decision centre in the middle of the maze, consumers will have a choice, follow your head or your heart? This is where the VR experience begins, showing the consequences of unsustainable choices. Continue this lifestyle and the world will be damaged beyond repair. Experience extreme weathers, deafening silences, smoke and neon lasers as you see the world as you know it destroyed. Smell polluted waters, touch the plastic suffocated walls and stare into an unpromising future. Inevitabley whichever pathway the consumer chooses they will experience the same consequences in each unbeknown to the consumer, it gives them a choice but forces the consequences upon them.

The maze will pop up initially in 3 gallery locations, Nottingham contemporary, Serpentine in London and Whitworth gallery in Manchester, all student cities attracting the Gen Z audience. Without warning the mazes will pop up overnight, springing consquences upon the consumer and will remain in location for 3 days before popping up in additional student cities nationwide. The sense of unknowing where they will be next will create hype and desire to visit the experience.

See the marketing film for ‘the consequences are coming’ in the film section above.