THE TRIP:
A travel-themed immersive escape-room experience
that’s actually an anti-drug campaign.
“We knew we were never going to get the attention of youths with a traditional anti-drugs public education campaign. Instead, we lured them in by promoting a fictional travel destination called Larspura, an idyllic drug-friendly beach paradise where rules don’t apply – the ultimate temptation island…”
Troy Lim, Group Creative Director.
“Borrowing from the tropes of typical tourism ads, we created a travel video, brochure, postcards, luggage stickers and even a cute mascot, all driving to what was supposedly a tourism site for Larspura.”
So how did we lure Singaporean Youth to the island of Larspura?
We told them the story of Ben…
Two years ago, you were supposed
to go on a trip to the sun-soaked archipelago of Larspura with your friends but had to miss it. You’ve heard some things about what went down and rumours that your friend Ben hasn’t quite been himself since. But you haven’t seen any of them since the trip.
Uncover what happened on that mysterious island in three free-to-play immersive Escape Room challenges:
The Birthday Party, Ben’s Brain and Operation Larspura.
THE BIRTHDAY PARTY
A house party themed escape room with real actors playing ben’s friends, some are high, some are drunk — can you find the mysterious new drug everyone seems to be on?
BEN’S BRAIN
Ever wondered what goes on in the mind of an addict? Take a step into Ben’s brain and find out why he’s hooked.
OPERATION LARSPURA
Go undercover to infiltrate this drug syndicates HQ and retrieve their marketing plans.
DAMN, that was a trip.
This was one of my longest projects at Ogilvy — around a year from pitch to launch. It was also the most challenging and fun—when else do you have to come up with drug-themed escape rooms? We didn’t know where to start, so we thought about the places most people first encounter drugs (house parties), then thought how cool would it be to take a trip into the mind of an addict and see how the various parts of their brain react to the drug, then of course we had to have a Narcos style room where we bust the bad guy cartel. Working with actors in a game play setting was also very interesting, especially when it came to the writing their scripts. And to top it all of and show how invested we all were, we handmade each of the otter plushies—spray painting wooden yo-yos pink, cutting them in half and glueing them to the otter.
CREATIVE TEAM:
CD: Troy Lim, Sudhir Pasumarty
ACD: Rachel Chew
Copy: Udit Goswami
Events Agency: Motion