OMD UK unveils Float to Live campaign for RNLI

We’re proud to reveal Float to Live, the latest part of RNLI’s Respect the Water campaign.

Anyone who unexpectedly falls into cold water wants to follow the same instinct, to swim hard and fight the cold water. But when people fight it, chances are, they lose. So we needed to launch a hard-hitting campaign for the RNLI that would encourage our audience to ‘fight your instincts, not the water’.

The campaign launched this weekend, running across cinema, video-on-demand services, social media, OOH and radio. At the heart of the campaign is the 60” film created by Krow, which brings to life the experience of cold water shock with people swimming hard, ending with an image of a sea of people floating to survive.

Check it out here:


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