#clmbbdo

While we know how focusing on fear and anxiety almost became a trend last with prankvertising and scarevertising, an example of the latter is this eerie Japanese tyre commercial late last year, most of it could be classified as irrelevant to category, and merely an attempt to invoke shock.

Although, if we talk about invoking fear in real sense, psychologically, we have a clear winner. And why shy away from the route when the category you are dealing with is life jackets!

CLM BBDO Paris were issued with a life jacket PSA campaign for the French marine wear brand, Guy Cotten, and they will surely freak you out, albeit with due subtlety. The campaign titled "Sortie en Mar" or "A Trip out to Sea" features a microsite where a man loses control on a ship and is about to drown. It is up to the users to save the man using scrolling, which you inevitably won't be able to!

Not just does the campaign employ navigation techniques on a microsite beautifully and effectively, the film itself is beautifully shot with the ending the nail in the coffin (quite literally).

Visit the microsite here and watch grace and subtlety show the world how it's done. You can also watch the teaser video here.