Earlier this year in the southern hemisphere summer, FCB New Zealand launched a life-saving campaign for Water Safety NZ in partnership with ACC, titled The Swim Reaper.
The Swim Reaper hung out at swimming spots around New Zealand armed with a seriously dark sense of humour. His goal: save lives by ironically encouraging deaths.
The campaign targetted young males, as they disproportionately make up more than one-third of preventable drownings in New Zealand. A lot of these drownings wouldn’t occur, if young males simply made smarter decisions around water. However, this cynical audience reacts badly to being told what to do. Positive safety messaging simply doesn’t resonate with them. Instead, FCB took up a darkly comedic standpoint, under the creative tagline “Swim dumb and you’re done.”
The Swim Reaper is looked to claim as many lives as he could, but by openly encouraging young people to be dumb around water, he ironically ends up pointing out the stupid behaviours that can lead to fatalities.
Since the campaign’s launched, The Swim Reaper’s photo and video posts have had over 2.25 million views. His Instagram account has proved popular, earning more than 18,000 followers and more than 60,000 likes.
See more @iamtheswimreaper on Instagram and on Snapchat
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Creative: David Shirley
Creative: Melina Fiolitakis
Head of Craft: Nick Smith
Retoucher: Anton Mason
Head of Media – PR, Activation & Social: Angela Spain
Senior Account Manager – Social: Laura Holyoake
Head of Hive Content Creation: Lauren Watling
Content Director: Michael Braid
Content Creator: Cameron Wilson
Editor/s: Michael Braid/Cameron Wilson
Photography: Michael Braid
General Manager Wellington: Sean Keaney
Account Director: Katya Frolova
Account Manager: Emilie Watts
Senior Media Planner: Andrew Coulthard
Digital Planner/Buyer: Desita Anggrani
Senior Digital Designer: Warik Blake
Digital Designer/Developer: Carl Ceres
Social Campaign Manager: Lena Aziz
Production Company: FCB New Zealand Hive