PSA for Life Jackets Feels Hauntingly Real

With the coming of Spring and Summer, the weather warms up and folks will be looking to cool off with trips to the beach or to the lake. The teaser above for CLM BBDO’s A Trip out to Sea PSA for Guy Cotten, a French marine equipment and clothing brand, will make you think twice about turning down a life jacket for the sake of showing off your cute bikini on your first boat outing of the season. The interactive site will ensure your life jacket is snug and secured before you ever step foot off land. The Guy Cotten connection is minimally-done, which is nice and feels appropriate given the levity of the subject matter, but the connection is evident none-the-less.

Through the compelling video and interactive site, you, the viewer, will see from a first-person simulation what it is like to drown and it gets real, real fast. On the interactive site, users must constantly scroll their mouse in order to keep above water to reinforce the repetitive nature of treading water. There’s only one way this exercise ends and it’s not being swooped up to safety by a luck dragon. It’s a hauntingly vivid portrayal of one’s last thoughts before succumbing to the deep.

Now, I think it would be interesting to take this already emotional PSA to another level and it could be done through a number of methods. One way I think its impact could be even more immediate would be to display it at retailers selling boats and outdoor equipment. If this site was connected with a brand sold commercially in the U.S., I could imagine a large, interactive display at a place like Cabela’s or REI that would enable shoppers to experience this right next to the life jackets in the store. The point would be made immediately and hopefully, trigger sales and usage of these life saving devices. Another way would be to have lake patrollers who check boats for life jackets cue this up on waterproof tablets during their stops, so instead of just feeling like a fun-day-at-the-lake downer, they could educate people about the realities of drowning to further reinforce the need.

Credits: Guy Cotten and CLM BBDO

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Allison Emery

For Allison Emery, inspiration is designed in the details. This Carolina Girl is constantly inspired by what she experiences in life, in store and online, aesthetically and conceptually. Her penchant for finding creative nuggets guarantees she’s constantly brimming with fresh ideas and innovative marketing solutions. She strives to discover what inspires shoppers as they navigate the world of retail and what retailers/brands are doing to BE those sources of inspiration. As an Associate Creative Director at TPN, Allison brings her creative insights and inquisitive nature to all her projects, from brainstorming to designing and everything in between. Allison is also a wife, doggy momma, DIYer, yogi and runner.

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