Campaign details
Brand: Royal National Lifeboat InstituteClient: Royal National Lifeboat InstituteAgency: Krow Communications
Summary
If your hand is unexpectedly submerged in freezing cold water, your instant reaction is to take it out as quickly as possible, right? It's a natural reaction. It's instinctive to want to end the pain and discomfort as quickly as possible.
What if it wasn't your hand but your whole body that was unexpectedly submerged, and you felt at risk from drowning, and every fibre of your body was screaming at you to follow your instinct to get out as quickly...