Outdoor ad: National Sea Rescue Institute: The Anti-Fashion Show

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Top 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.

Category Health & safety
Client National Sea Rescue Institute
Agency Ogilvy Cape Town
Country South Africa
Uploaded 28 July, 2016

Credits

Chief Creative Officer
Pete Case
Chief Creative Officer
Chris Gotz
Executive Creative Director
Tseliso Rangaka
Executive Creative Director
Chris Gotz
Producer
Merle Bennett
Copywriter
Shameema Isaacs
Production company
South African Menswear Week
Creative Group Head/ Art Director
Yumna Sadan
Sound Studio
The WorkRoom
Account Director
Ryan Amory
Post production
Giant Films
Editing Company
Platypus Production
Editing Company
Left Post production
Post Production Producer
Adiela Mosoval
Post Production Producer
Ali Coetzee
Post Production Producer
Jaco Dempsey
Post Production Producer
Ben Kaufman
Account manager
Caroline Nicou
Account Executive
Masixole Dake

Other credits

Cinematography: Jason Aldridge

Editor: Ric Shields

Music & Sound Composition: Stephen Webster

Photographer: Simon Denier

Set, Staging & Lighting: South African Menswear Week

National Sea Rescue Institute: The Anti-Fashion Show

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National Sea Rescue Institute: The Anti-Fashion Show

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