Teaching people to fight
their instincts when they fall into cold water isn't going to provide the most
comfortable of viewing experiences. So doing the sound design for Krow’s RNLI’s
“Float to Live” ad proved to be an intense project. Director Olly Goodrum
and Jungle’s Jim Griffin approached this task by using only real sounds and Jim
went as far as drowning himself in a tank lined with hydrophones (underwater
mics) to achieve the desired effect. The ad has saved 7 lives to date and Krow
and Jungle have gone on to produce a radio ad featuring one of the survivors.
Who says advertising never helps anyone?