White rum-based coconut spirit Malibu and five-times Olympic medalist and diving champion Tom Daley have teamed on a campaign to raise awareness of the dangers of drinking alcohol in/around water, a first for the category. Created in collaboration with global creative agency Wieden+Kennedy London, the “Don’t Drink and Dive” campaign aims to keep the issue front-of-mind to keep the fun times safe this summer and beyond.
Malibu is launching the campaign in partnership with the U.K.’s leading water safety education and awareness charity, the Royal Life Saving Society UK (RLSS UK), which reports that 1 in 4 drowning incidents are alcohol-related.
This hero public service film features the newly retired Daley wearing custom knitted swim briefs and includes lyrics from the Piña Colada song, “If you like the feel of the ocean, and the taste of champagne,” to highlight the dangers of drinking and swimming.
Jenny Brough directed and led photography for the campaign via WracK, W+K London’s in-house production studio.
The knitted apparel emblazoned with the “Don’t Drink and Dive” message, worn by Daley for the campaign, is also exclusively available to buy, as a limited-edition capsule collection from his own Made With Love brand, with all proceeds from every purchase being donated to RLSS UK.
CreditsClient Pernod Ricard Brand Malibu Agency Wieden+Kennedy London Freddy Taylor, Philippa Beaumont, creative directors; Brendan Madden, Spencer Llewellyn, creatives; Ana Balarin, Hermeti Balarin, chief creative officers; Dan Hill, chief strategy officer; Brian Ritter, strategy director; Aurelie Livera, integrated producer. Production Company WracK Jenny Brough, director/photographer; Jennifer Lawlor, exec producer; Clara Bennett, producer; Kelly Hewitt, production manager; Peter Bishop, DP; Dominique Aizpurua, production designer; Juliana Laporta, costume designer. Editorial Work Editorial Hasani Franke, editor; Lola Cookman, edit producer. VFX Time Based Arts Mia Saunders, VFX producer; Danny Peoples, VFX supervisor; Ruth Wardell, colorist. Sound Design Tom Guest, sound designer. Music Company Leland Maiken Silverup, music supervisor/producer; Rupert Holmes, Fraser Rieley, composers.
We Are Pi Rolls Out Trailer For Nike-Backed Feature On Athletes With Olympic and Paralympic Dreams
Amsterdam-based creative agency We Are Pi debuted the trailer for Crois Pas Qu’on Dort (Don’t Think We’re Sleeping in English), an inspiring feature-length story of three young French athletes in the lead-up to the Paris 2024 Olympics and Paralympics. The 90-minute French language film, which was developed and produced by We Are Pi with the support of Nike, will premiere in mid January 2025 followed by a release in theaters at the end of January. It follows three protagonists from Paris and its suburbs: Charles-Antoine, a runner with an intellectual disability who won Gold at the Tokyo Paralympics and is competing in this year’s Paralympics; and Leyna and Maysane, French twin sisters and heirs to their Laotian-Algerian family’s very own taekwondo dynasty who are coached by their father and dream of competing in taekwondo at Paris 2024. The athletes were followed by a film crew over the course of five years, recording how their stories, their lives and their sporting achievements unfold over time. The film combines the rawness and intimacy of their everyday lives with the audacity of their sporting dreams, with their stories culminating at the Paris 2024 Olympic and Paralympics. Crois Pas Qu’on Dort was created with the aim of inviting a new generation of athletes in France into sport by inspiring them with the stories of our protagonists and the transformative power that sport had on their lives. The production began over seven years ago in 2017 with nearly two years of extensive casting sessions that involved viewing around 500 profiles of athletes. Two directors, Nick Walters and Lou Marillier, English and French, respectively, subsequently followed the selected young protagonists closely as they pursued their... Read More