Guy Cotten, a leading manufacturer of marine clothing and safety equipment, wanted to make wearing a life jacket a reflex among French people. So, in a brutal and innovative interactive video, CLM BBDO underscored the importance of life jackets by letting people experience what it's like to drown at sea. Told from a first-person perspective, the video opens as a man is knocked from his sailboat. The viewer then takes over, and has to scroll continuously to keep him on the surface. Viewers tire quickly, physically and psychologically. Eventually they give up and the man to succumbs to the sea. The video gives an impression of just how much physical and mental endurance is required to stay afloat without a life jacket. Launched without a media plan in April 2014, the campaign got people talking all over the world.
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