RNLI - Respect the Water
The RNLI is the charity that saves lives at sea. Historically, they raise money in order to the fund lifeboats that rescue people who have been caught out by the sea. Our challenge was to help prevent the problem in the first place – by making men aware of the perils of overestimating their chances against the opponent that will never tire. This multi awarded campaign consists primarily of ambient media that talks to men on their terms.
