Doe-Anderson Takes Home Best of Show at Awards
Maker’s Mark VR Experience
Doe-Anderson recently took home the Best of Show award at Louisville’s 45th ADDYs for its work on the Maker’s Mark virtual reality dipping game, a strong affirmation of the focus the agency has placed on its digital capabilities in recent years.
The winning work takes America’s original craft whisky and reinforces its handmade credentials in a fun and creative way through the launch of a virtual reality game, putting players right on the bottling line. The game lets consumers try their hands at hand-dipping bottles of bourbon in the brand’s signature red wax.
The VR experience incorporates a distillery theme and the voice of Maker’s Mark Chairman Emeritus and Bourbon Hall of Famer Bill Samuels, Jr., to pull players into a fun and challenging competition to see how their hand-dipping skills match up with those of others.
Built to the latest technical standards, the game utilizes HD 3D visuals, six degrees of freedom and full tracking of the player’s head and hands to create a sense of place and reflect the process that goes into hand-dipping every single bottle of Maker’s Mark.
In the past 18 months, Doe-Anderson has vastly expanded its focus on digital strategies and data analytics, increasing staff in those types of positions by 45 percent.