Cecile Pimont - Executive Creative Director
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A Trip Out To Sea - Drowning Simulator

We created an interactive video that made people experience their own drowning. A subjective POV movie realistically reproduced a drowning scenario, during which users had to scroll continuously to stay above the surface.

During long minutes, scrolling was their only chance of survival, which generated a physical and psychological exhaustion. Quickly, tired of scrolling, users gave up and drowned, discovering the following message: At sea, you tire faster than you think. Whenever you go out to sea, wear your lifejacket.

Launched with a 0 euro media plan, the experience instantly generated a massive buzz around the world.

1 Million unique visitors virtually drowned in the first 48 hours, 221 countries reached, 4’37” average connection time, 100,000 Facebook shares, +2,150% traffic increase on Guy Cotten Fan page…
At this day, more than 4 Millions people has lived the drowning experience.

The buzz was relayed by world’s most prestigious magazines, newspapers, blogs and TV channels: The Huffington Post, New York Daily News, France 3, Le Monde, Creativity Online… (More than 1,200 articles worldwide).

Most of all, thousands of users commented and tweeted they would never neglect wearing their lifejacket anymore, praising the campaign’s strength and efficiency.

Relayed in many media, this operation strengthened Guy Cotten’s image as a pioneer in the field of maritime safety and reminded the target audience that at sea, there is no such thing as zero risk.

 

 

www.sortieenmer.com

 

It’s not because you can swim that you won’t drown in open sea.

We created an interactive POV video that made people experience their own drowning.

Users had to scroll continuously to stay above the surface which created a physical and psychological exhaustion.

 
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Launched with a 0$ media plan. 10 million people drowned online.

Per Stenius, Head of Digital @ McCann Stockholm
"It’s probably the first time a website have ever made me physically exhausted. An incredibly immersive experience that leaves you completely terrified. And out of breath."

 

AWARDS:

CANNES LIONS
Gold Lion - Mobile
Bronze Lion - Promo & Activation
Bronze Lion - Direct
Bronze Lion - Cyber
Bronze Lion - Branded Content & Entertainment  

CLIO
Bronze - Film Technique
Silver - Digital

D&AD
Graphite Pencil - Branded Film Content & Online Entertainment
Graphite Pencil - UX, Interface & Navigation for Mobile Marketing
Wood Pencil - Direct
Wood Pencil - Digital Marketing Websites
Wood Pencil - Innovative Media

ONESHOW
Gold - Branded Entertainment
Gold - User Experience
Silver - Interactive Video
Bronze - Direct

FWA
Site of the year 2014
Site of the Month
Finalist Adobe Cutting Edge Project of the Year
Site of the Day
Mobile Site of the Day

WEBBY AWARDS
Best User Experience
Best Game Website

EUROBEST
 

Bronze - Websites
Silver - Interactive
Silver - Direct
Bronze - Interactive
Bronze - Interactive (User Experience)

FRENCH ART DIRECTOR CLUB (CDA)
Digital Campaign of the year

CB NEWS
TOP 50 Best French Copywriters

THE LOVIE AWARDS
Gold Winner

EPICA
Gold - Branded Game
Bronze - Websites

AWWWARDS
Site of the Month
Site of the Day

GRAND PRIX STRATEGIE DU BRAND CONTENT
Winner - Digital Content - Viral, interactive video
Winner - Digital Content - Advertainment

GOOGLE
Creative Sandbox