WANDA PRODUCTIONS Saint-Denis La Plaine Cedex, FRANCE
Production Company 2
GROUEK Paris, FRANCE
Credits
Name
Company
Position
Benjamin Marchal/Olivier Lefebvre/Matthieu Elkaim
CLM BBDO
Executive Creative Director
Eric Pierre
CLM BBDO
Creative Director
Charles Dessaux
CLM BBDO
Art Director/Copywriter
Emile Martin
CLM BBDO
Art Director/Copywriter
Cécile Pimont
CLM BBDO
Copywriter
Romain Bruneau
CLM BBDO
Account Manager
Thomas Laurent
CLM BBDO
Agency Producer
Muriel Garilli
CLM BBDO
Digital Producer
Damien Dupoux
CLM BBDO
Motion Designer
Lauren Weber
CLM BBDO
Pr
Ben Strebel
WANDA
Director
Perrine Schwartz
WANDA
Executive Producer
Julien Floutard
WANDA
Production Designer
Thomas Cornet
WANDA
Post Production
Jean Frédéric Passot
WANDA DIGITAL/GROUEK
Interactive Director
Romain Altain Aldea
WANDA DIGITAL/GROUEK
Executive Digital Producer
Swann Knani
WANDA DIGITAL/GROUEK
Lead Developer
Anthony Leblond
THE
Sound Design
Martin Sumeire
THE
Sound Design
Andeole Vu Dinh Ba
CLM BBDO
Account Executive
Creative Execution
We created an interactive video that made users experience their own drowning, during which they 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, they understood how tiring it is to swim at sea without a lifejacket, just like it is tiring to scroll continuously.
The mobile format was key for this campaign, knowing that the target audience concerned mostly young adults, who are many to neglect to wear a lifejacket at sea… and many to own a mobile tablet.
Launched with a 0€ media plan, the experience instantly generated a massive buzz around the world, raising more than 800K of earned media.
The website recorded 1 Million unique visitors who virtually drowned in the first 48 hours, with an average connection time of 4’37”.
The buzz quickly reached 221 countries, raising an outstanding amount of positive feedbacks on Twitter and Facebook (100K shares).
Traffic on Guy Cotten Facebook fan page literally exploded, increased by 2150%.
The buzz was relayed by world's most prestigious magazines, newspapers, blogs and TV channels: The Huffington Post, The Week, New York Daily News, Business Insider, France 3, Le Monde, BFM TV, 20min, Adweek, Advertising Age, Creativity Online, The Verge, Taxi, B9, Union Puebla, Soy Chile… (More than 1200 articles worldwide).
Most of all, thousands of users said on social networks they would never neglect wearing their lifejacket anymore, praising the campaign’s strength and efficiency.
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, no matter 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?
Making this campaign available on mobile tablets in addition to casual computers allowed users to feel a different type of exhaustion (due to a different type of scrolling) and to get even more immersed into the experience: indeed, scrolling on a tactile surface is even more tiring than scrolling with a mouse.