Cannes Lions
OGILVY CAPE TOWN, Cape Town / NATIONAL SEA RESCUE INSTITUTE / 2011
Overview
Entries
Credits
Execution
To convey that the NSRI covers all South African waters, we decided to take over any media space that depicted water. So we distributed 20 000 stickers of an NSRI boat and encouraged the public to place them on any surface that depicted water.
Outcome
We saved significant media budget and the more places the rescue boat image popped up in, the more it became an icon that represented the NSRI’s continued presence in all South African waters.
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