It’s hard to believe that a web experience could emulate the sensation of drowning, but this site for marine clothing and safety equipment brand Guy Cotten does an unnervingly good job. The website is our Ad of the Week.
Created by French ad agency CLM BBDO, the site aims to raise awareness of the importance of wearing a lifejacket. It is an immersive experience, opening with a short section of film that shows two friends out at sea on a sunny day. Things rapidly go wrong however, when one character falls overboard. The viewer is then left in charge of his fate, with the only way to keep him alive being to scroll continuously.
Visit the full website here.
The success of the site lies in the seeming simplicity of the method we are given to save him: scrolling – like swimming – appears a straightforward thing to do but quickly it becomes tiring. The site also features realistic footage of the victim struggling to stay above water, shot by director Ben Strebel. All in all it adds up to a visceral and uncomfortable experience, and one that firmly brings home the importance of wearing a lifejacket.
The film below offers a hint of what you are in for on the site. For the full experience, go to sortieenmer.com.
Agency: CLM BBDO
ECDs: Benjamin Marchal, Olivier Lefebvre, Matthieu Elkaim
Creatives: Charles Dessaux, Emile Martin, Cécile Pimont
Film production: Wanda
Director: Ben Strebel
Digital production: Wanda Digital/Grouek