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Top 6: August 3rd 2016
Experiential
National Sea Rescue Institute: The Anti-Fashion ShowTop 6: August 3rd 2016
The National Sea Rescue Institute approached Ogilvy & Mather Cape Town with an unusual problem people were too image conscious to wear a lifejacket, especially when engaging in leisure water activities. We decided to speak to the fashion conscious in a language they understand. We created the world's first anti-fashion show as a means to deliver our message: Does a lifejacket have to be fashionable to save your life? We called it Fashion To Live For and billed it as a designer slot within Fashion Week.
Fashionistas and media embraced our campaign and championed our safety message. Lifejacket awareness was the most talked about topic of the season garnering the NSRI R5400 000 in earned media.
Cinematography: Jason Aldridge RelatedAlso best this week |
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