CLM BBDO’s Lifeline for Guy Cotten

A lifejacket may not be the coolest or most comfortable piece of wearable tech, but a new campaign from CLM BBDO seeks to highlight the importance of being safe at sea for marine clothing and safety brand Guy Cotten.

Each year, too many people drown off the shores of France and, regardless of whether you enjoy water activities, are a big boating enthusiast or a genuine professional; the bitter fact is that the chances of surviving at sea without a lifejacket are very slim.

Addressing the fact that 43 per cent of French people believe that if they can swim, they are safe without a life vest, the immersive interactive work is led by a teaser video from Ben Strebel and produced by Wanda and Wanda Digital/Grouek that creates a sense of what it feels like to be stranded at sea.

The additional interactive element is hosted at a dedicated website where users are encouraged to scroll their mouse to survive in the water after a gruelling several minutes treading water.

The tense experience positions the user in place of the victim, encouraging them to interact in order to stay alive. Scrolling continuously, however, becomes physically and psychologically exhausting and, when survival is no longer possible due to the extremes of the situation, the following message is revealed: “At sea, you tire faster than you think. Whenever you go out to sea, wear your lifejacket.”

The aim of the campaign – to scroll without stopping to stay above the surface – conveys the uncomfortable and demanding position that users could find themselves in in real life making them reconsider their safety at sea. A Trip Out To Sea aims to generate awareness around the issue and make lifejackets a natural reflex for France’s sailing and water sport community.

To see how long you’ll last in the water, click here.