The Client

The Royal National Lifeboat Institution (RNLI) is the largest charity that saves lives at sea, around the coasts of the UK and Ireland. Founded in 1824, their lifeboat and lifeguard teams have saved in excess of 140,000 lives. The RNLI have 237 lifeboat stations, with 444 lifeboats and have RNLI Lifeguards operating on more than 200 beaches.

Orca provides its athletes with the confidence to achieve whatever they want, by empowering them with the strength to reach further than they ever thought possible.

The Challenge

As avid watersports enthusiasts ourselves, we have a huge amount of respect for the work RNLI do, Brandwave are honoured to work with the RNLI on an ongoing basis delivering brand strategy, integrated creative campaigns, animations and videos. The RNLI approached Brandwave to create a series of educational fishing vessel stability films, to be used in training programs and online. The objective of this campaign was to challenge and change behaviour in Fisherman, traditionally a difficult target audience for the RNLI to engage with. The films needed to communicate a range of complex topics from overloading to modifying the vessel. The RNLI needed these messages to be communicated in both a simple and straightforward way, whilst not alienating the target audience.

The Result

We created a series of films using a mix of both animation and interview footage. The footage was shot on real fishing boats, using fisherman to explain and demonstrate the messages for authenticity, and to ensure that the target audience would be engaged. A series of 2D animations of vessels were created, explaining the complex stability messages. These were created in a strong colour template using the RNLI brand colours which made the individual films instantly recognisable. The four films were viewed a total of 691,651 times, they were also featured on national ITV news programmes.

x5 Fishing Stability Videos

Behind The Scenes Movie

„Brandwave were awarded the job of producing 5 technical films raising the awareness of stability issues within the commercial fishing fleet, by attempting to cause a behavioural change. The films came in on spec, on time and within budget. The attention to detail both from taking on board the detail in the brief to the production of the end product was standout.“

Nick Fecher

COMMUNITY SAFETY PRODUCT MANAGER