The panic video for all non-swimmers. A manufacturer of maritime safety clothing, Guy Cotten, tells us more than we would like
to know about the experience of drowning, urging all those who go sailing to wear a life vest.

Rikesh Lal: “One of the more effective PSAs I’ve seen in a long time. Not many brands have made digital experiences for what is essentially a public service announcement. Usually, that’s relegated to display banners
or TV spots. The interactivity pulls you in but the simple message stays with you long after the experience.”