Guy Cotten: Last Breath

ROLES: CREATIVE CONCEPTING, ART DIRECTION. CHANNELS: PRINT.

On average, it takes 87 seconds to drown once you slip beneath the surface. We described this experience in an ad that takes 87 seconds to read, and then challenged people to read it all while holding their breath. All together, the effect of reading the ad while trying not to breathe is a visceral and poignant reminder of the consequences of not wearing a lifejacket.