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Produced by Less Rain and with the help of Dr. Tomas Chamorro-Premuzic, Professor of Business Psychology at University College London, "Insanely Driven" is an interactive experience that uses dramatisation to engage users and reveal their true character though their choices.

"Insanely driven" is packed with entertainment value, combining action, comedy, drama and science fiction. The experience is in equal parts an interactive film, a character profiling application and a game and is being delivered across mobile, tablet and online platforms.

the brief

The interactive experience was created following extensive internal character profiling at Reckitt Benckiser, which revealed that many of its employees share similar personality traits: ambitious, cool-headed, fearless and direct.

It aims to drive awareness and understanding of the culture behind Reckitt Benckiser (RB), a global consumer goods leader in health, hygiene and home.

how it works

The experience takes place in a highly suggested set, and is centered on three versatile actors that play a multitude of roles. Players are asked to make 16 choices that are embedded in the narrative in a very intuitive way – this involves choosing an outcome, person or object. Each choice is rated in terms of ambition, cool-headedness, fearlessness and directness.

Players race against time and need to react fast in order to reach the end goal in time. At the end of the game, the user is presented with their individual profile as well as comparative data according to age, country of residence, profession and Facebook friends.

our role

Less Rain was approached by Euro RSCG to pitch for creating an interactive experience around an internal character profiling initiative at RB. We proposed an interactive film, as a way to engage our users, "suspend disbelief" and get honest responses.

Less Rain is responsible for live action as well as digital production, working with a multi-disciplinary team of about 30 people to write, design, shoot and edit the film parts, we well as design and develop the online digital experience within 3 months.

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