A Trip Out To Sea
A scrolling experience to keep a man from drowning
by Guy Cotten
You always buckle your seatbelt in a car, so why wouldn't you want to protect yourself in a boat? Guy Cotten, a brand leader in marine clothing and safety equipment, wanted to encourage more people to wear life jackets by scaring boaters into wearing them-always. He did this by creating an experience that simulates drowning. Guy Cotten partnered with CLM BBDO and Wanda Digital to create a realistic experience in which viewers continuously scroll up a page to stay afloat.
To fully immerse the viewer, we built an experience that takes up the whole computer screen. Viewers assume the perspective of a man who falls overboard, and then have to scroll up as quickly as possible to keep afloat; if they don’t scroll, they drown. Powered by WebGL and HTML5, the experience is 3D and 2D without the use of plug-ins. Google Analytics tracked the success and interactive nature of the campaign.
Launch date: April 21, 2014
Videos were posted on YouTube of users screencasting and commenting on the experience, in various languages. Tweets and other posts confirmed that the message hit home and that users will wear life jackets the next time they step on a boat.
Million users in two weeks
Positive comments so far
Nationalities have accessed the site
- Olivier Lefevre, Executive Creative Director
- Benjamin Marchal, Executive Creative Director
- Mathieu Elkaim, Executive Creative Director
- Perrine Schwarz, Executive producer
- Thomas Cornet, Post producer
- Romain Altain Aldea, Executive producer
- Jean-Frédéric Passot, Creative director
- Swann Knani, Lead developer