Cannes Lions

THE DROWNING

AMV BBDO, London / DEPARTMENT FOR TRANSPORT / 2015

Film
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In order to remind the British public of the unpredictability of their coastline and to urge them to call the coastguard if they or anyone found themselves in difficulty, we produced one film made from two different parts that were separated by just a few days.

The harrowing audio was drawn from the real calls made during a drowning on Fraserburgh beach: the frantic calls of a young girl to the coastguard, calls between the coastguard and the rescue helicopter and boats dispatched and audio taken off the cameras of the rescue crew as they pulled the survivors out of the sea.

A few days later we travelled to the exact same location on Fraserburgh beach and filmed the beach as we found it, sunny, calm and idyllic. The juxtaposition of the idyllic visuals and the traumatic audio captured in exactly the same location, just on different days, highlights how quickly the coast can change.

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