2AM and krow London’s informative spot reminds people what to do when someone is in trouble in the water
2AM has partnered with Krow London and the National Water Safety Forum (NWSF) to create a highly impactful TV and social campaign to coincide with the UN World Drowning Prevention Day on July 25th.
Directed by Steve Cope, the campaign tells us to think twice before jumping in to save someone in trouble in the water, and instead to do the right thing and call 999.
With startling use of CGI to show a man falling into a canal, whilst his friend remains helpless on the towpath the campaign brings to life the inward struggle that many people have when they see someone fall into the water. The overwhelming urge is to jump in but statistics show that it is much safer to call 999 and wait for help, as client David Walker, head of road and leisure safety, ROSPA, and executive member of National Water Safety Forum, said: “Making the right call can mean the difference between saving one life or the loss of two or more. This campaign provides clear lifesaving advice in those crucial moments during a key drowning risk window.”
Darryl George, executive creative director, Krow Group, said, “We’ve all read heart breaking reports – Not knowing what to do, someone jumps into the water to save another person but ends up in need of rescuing, or worse. With this campaign, we bring to life the inner struggle that people face before they decide to jump in, encouraging them to stop and think. To make the right call and call 999.”
The film was shot in a day on location in East London with all crew and actors involved giving their time for a nominal fee.
Steve called upon the brilliant team at Coffee & TV working with C&TV CD Phil Hurrell and producer Gus Quirk for all the online post production work, and enlisted the services of long term collaborators Tim Hardy at Stitch Editing for the offline edit, and Munzie Thind at GCRS for the Sound Design.
EXECUTIVE CREATIVE DIRECTOR: Darryl George
CREATIVE TEAM: Gus Ryan & Rory Sheppard
HEAD OF PLANNING: Matt Watts
BUSINESS DIRECTOR: Camilla Moran
ACCOUNT DIRECTOR: Victoria Sayer
HEAD OF FILM/PRODUCER: Emma Rookledge
PRODUCTION COMPANY: 2am Films
DIRECTOR: Steve Cope
MD / EXEC PRODUCER: Aly Moffat & Nick Crabb
PRODUCTION COMPANY PRODUCER: James Fuller
DOP/ CINEMATOGRAPHER: Iain Murray
CHOREOGRAPHER: Amelia Swift
STUNT COORDINATOR: Ian Kay
EDITOR: Tim Hardy @ Stitch Editors
SOUND DESIGNER: Munzie Thind @ GCRS
AUDIO: GCRS
POST-PRODUCTION CREATIVE DIRECTOR: Phil Hurrell @ Coffee & TV
COLOURIST: George Neave @ Coffee & TV
2D POST TEAM: Laura Smith (lead) & Toby Aldridge @ Coffee & TV
3D SUPERVISOR: Jonny Grew @ Coffee & TV
3D TEAM: Adam Lindsey, Frankie Sutton, James Henaghan @ Coffee & TV
POST-PRODUCTION PRODUCER: Gus Quirk @ Coffee & TV
ON-SET WATER SAFETY: Steffan Ciccotti
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