Barry O’Sullivan of BBDO joins the big show to talk about a truly fascinating campaign he put together that ended up being amongst the rare Irish creations to get nominated for a Webby award, the internet’s version of the Oscars. O’Sullivan and his team put together a virtual reality experience to make people see through the eyes of a drunk driver. O’Sullivan talks to Emmet Ryan about the concept behind the campaign, the technical challenges, and how IT is changing the thinking within the advertising industry.