The One Show
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Category
Social Media Page by a Brand
Annual ID
OS_SM17036M
About the Work
Young men in New Zealand love doing dumb stuff. That’s why they make up more than one third of preventable drownings. Their lives could be saved if they just made smarter decisions around water. But this cynical audience react badly to being told to be safe. So, instead, we encouraged them to be as dumb as possible. The Swim Reaper is a contrary character, with a seriously black sense of humour. He’s been popping up at swimming spots all over New Zealand and posting his exploits to Instagram. His mission? To claim as many lives as he can, by encouraging young males to be stupid. As it turns out, his efforts simply drew attention to all those behaviours that lead to death. So, while young guys normally make up a huge proportion of drownings, this year was different. Over the peak summer period, drownings of young men totaled zero.
2017 Awards
Total Points: 5
Merit
Credits
Agency
FCB New Zealand / Auckland
Chief Creative Officer
James Mok
Designer
Nick Smith
Editor
Michael Braid
Cameron Wilson
Executive Creative Director
Tony Clewett
Photographer
Michael Braid
Creative Team
David Shirley
Melina Fiolitakis
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