The Royal National Lifeboat Institution (RNLI) is launching the charity’s national drowning prevention campaign, Respect the Water, to communicate one key survival skill that could save lives on the UK’s coastline this summer.
Around 190 people die at the UK and Irish coasts each year, with about half of those being people who didn’t intend to enter the water.
The campaign, with advertising created by krow, encourages people to fight their instincts to swim when they unexpectedly find themselves in cold water. Instead, it is calling on the public to remember one simple skill – floating – that could save lives from drowning.
krow has created a 60-second film, and a 30-second version, that will run in cinemas and on video-on-demand services throughout the summer.
Directed by Olly Goodrum of Nice Shirt, the film brings to life the experience of cold water shock with people swimming hard in an attempt to survive. It ends with an image of a sea of people floating to survive, alongside the lines “Fight your instinct, float to live.”
CreditsClient The Royal National Lifeboat Institution (RNLI) Agency krow, London Tim Robertson, creative director; Matt Allen, art director; Nigel Roberts, copywriter; Sushi Tester, producer. Production Nice Shirt Olly Goodrum, director; Luke Goodrum, producer; Patrick Duroux, DP. Editorial Trim Ross Hallard, editor. Postproduction Raised by Wolves Vic Parker, colorist; Jon Hollis, VFX. Audio Jungle Studios Jim Griffin, sound design; Tom Player, composer
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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