No lifejacket,
no excuse.
Working with Maritime NZ, Bay of Plenty Regional Council delivered a regional extension of the “No Excuses” campaign, taking a more confronting approach to a simple message: wear your lifejacket. Designed to move beyond awareness, the campaign makes the consequences impossible to ignore.
Making the
risk real.
The concept was to make the risk feel real and immediate — cutting through the noise across cinema, billboards and digital placements.
Familiar surroundings.
Shot on location around Mount Maunganui, the campaign draws directly from local environments people recognise. Underwater photography was used to capture the drowning scenes, creating a raw, immersive perspective that makes the risk feel uncomfortably real.
Cutting through.
The campaign generated a high click through rate and drove increased traffic to the Bay of Plenty Regional Council water safety pages, extending its impact beyond awareness into action.
