• Loading…

Hold Your Breath

Award: Wood Pencil

Wood Pencil / Press Advertising / Trade Press Advertising / 2016

The average time a person can remain underwater before they inhale water and lose consciousness is 87 seconds (though of course this varies according to the individual and the situation). We wrote the copy so that it took around 87 seconds to read in full. The headline invites people to read the ad while holding their breath and the copy is a detailed account of what it’s like to drown at sea. All together the effect of reading the ad while trying not to breath is a visceral and poignant reminder of what the consequences of not wearing a lifejacket could be.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again