WANDA PRODUCTIONS Saint-Denis La Plaine Cedex, FRANCE
Production Company 2
GROUEK Paris, FRANCE
Benjamin Marchal/Olivier Lefebvre/Matthieu Elkaim
Executive Creative Director
Jean Frédéric Passot
Romain Altain Aldea
Executive Digital Producer
Andeole Vu Dinh Ba
Each year in France, too many people drown at sea because they neglect to wear a lifejacket. 43% of French people believe that because they can swim they do not need one. However, whether you merely enjoy water activities, are a boating enthusiast or a genuine professional, in the case of an accident, the chances of surviving without a lifejacket are unlikely.
How could Guy Cotten, a brand leader in marine clothing and safety equipment, raise awareness about the importance of wearing a lifejacket and make it a natural reflex, towards a large audience of existing customers and new ones?
By making a parallelism between a man who is trying to escape from drowning by swimming to the point of exhaustion and the user who had to scroll to the point of exhaustion to keep him above water, this operation strengthened Guy Cotten’s image as a pioneer in the field of maritime safety and reminded the target audience that at sea, there is no such thing as zero risk.
Describe the creative solution to the brief/objective.
We created an interactive video that made people experience their own drowning. A subjective POV movie realistically reproduced a drowning scenario, during which users had to scroll continuously to stay above the surface.
During long minutes, scrolling was their only chance of survival, which generated a physical and psychological exhaustion. Quickly, tired of scrolling, users gave up and drowned, discovering the following message: At sea, you tire faster than you think. Whenever you go out to sea, wear your lifejacket.
Launched with a 0€ media plan, the experience instantly generated a massive buzz around the world.
1 Million unique visitors virtually drowned in the first 48 hours, 221 countries reached, 4’37” average connection time, 100K Facebook shares, +2150% traffic increase on Guy Cotten Fan page...
The buzz was relayed by world's most prestigious magazines, newspapers, blogs and TV channels: The Huffington Post, New York Daily News, France 3, Le Monde, Creativity Online… (More than 1200 articles worldwide).
Most of all, thousands of users commented and tweeted they would never neglect wearing their lifejacket anymore, praising the campaign’s strength and efficiency.