Guy Cotten, a brand leader in marine clothing and safety equipment, and CLM BBDO raise awareness about the importance of wearing a lifejacket at sea by making you sense and experience what it feels like to drown.

In order to generate massive awareness, an interactive and immersive experience was created called: A Trip Out To Sea, that makes people sense and experience what it feels like to drown, in the hope of making lifejackets a natural reflex.