To launch RNLI's new campaign, they needed something interactive, and powerful. Something that will help save lives and prevent people from drowning in the UK's dangerously unpredictable waters.
Breathe is an interactive cinema ad which questions how long you can hold your breathe.
Along side this, three outdoor executions were created to show the unpredictability of water, and how it can look all calm and inviting up top but beneath is a different story.
Both film and outdoor would then lead you to an interactive microsite that gave you an unexpected digital experience of what could happen to you.
www.respectthewater.com/coldwatershock
