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Maritime and Coastguard Agency PSA Highlights the Terrible Effects of Cold Water Shock

AMV BBDO, 2 months ago

AMV BBDO launches harrowing film directed by Charlie Robins of Forever Pictures

Maritime and Coastguard Agency PSA Highlights the Terrible Effects of Cold Water Shock

AMV BBDO has created a new campaign for the Maritime and Coastguard Agency (MCA) called ‘Cold Water Shock’, which launches on 25th July. 

The film shows the dangers of cold water shock to young men who accidentally fall into British water after drinking. The campaign will run nationally, and on YouTube, Facebook and LadBible.

‘Cold Water Shock’ starts with a man who’s been drinking, falling into the water. It then graphically depicts the effects of cold water shock. Finally, the camera pulls out to reveal that he’s actually drowned in a pint of beer. This is because the average temperature of UK water is a cold 11 degrees, about the same as a pint of bitter.

The harrowing film aims to highlight to young men just how dangerous the water can be after drinking. 

Creative Agency

Creative Director: Steve Jones and Martin Lorraine

Copywriter: Diccon Driver

Art Director: Alan Wilson

Producer: Lizzie Mabbott

Creative Agency: AMV BBDO

Planners: Lilian Sor

Account Management: Katie Stanley, Robyn Rieu, Georgia Totvanian

Music and Sound

Audio Post Production: Ben Gulvin @ 750mph


Editor: Phil Currie @ Stitch

Post Production / VFX

Post Production House: Electric Theatre Collective

Production Company

Production Company: Forever Pictures

Producer: Sonya Sier / Sasha Nixon (EP)

Director: Charlie Robins

Category: Corporate and social , Safety

Genre: Dialogue