COI Film CLG/COI Fire Safety: Breathe by Y&R London

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CLG/COI Fire Safety: Breathe

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Industry Public awareness, Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Film
Market United Kingdom
Agency Y&R London
Director Dougal Wilson
Creative Mike Boles, Jerry Hollens
Producer Matt Fone
Released October 2009


Cannes Lions 2010
Film Craft - Silver

Credits & Description

Brief Explanation:
In this appropriately eerie, blue-suffused film, the dangers of house fires are highlighted by likening a death by smoke inhalation to the respiratory effects of drowning. Shot underwater, the ad depicts a man and wife quietly asleep in their bed. Atmospheric shots of the pair's close environment - a child's toy floating down the hallway, a cup of tea on the bedside table clouding the water around it, bed sheets billowing in the current, the woman's long hair moving languidly like strands of seaweed - are accompanied by a voiceover, which explains: 'You'd think you'd wake in a house fire, wouldn't you? But just two to three breaths of toxic smoke and you're unconscious. Your lungs fill up, just like drowning.' The shot cuts to the same couple in bed but enveloped by a raging fire as the voiceover encourages viewers to test their fire alarms on a regular basis.

Agency Producer: Tim Page
Client: COI Fire Safety
Creative: Mike Boles
Creative: Jerry Hollens
Production Company:Blink
Producer: Matt Fone
Director: Dougal Wilson
Director of Photography: Alex Barber
Post Production House: The Moving Picture Company