The image of a drunken sailor may be stereotypical of the trade, yet the Canadian Safe Boating Council ad campaign cautions against drinking while at the helm. Not everyone can miraculously get out of scrape after scrape like Captain Jack Sparrow. With the tag line, "One drink can change everything," it likens drinking and boating to drinking and driving.
Conceived and executed by Saatchi & Saatchi, an ad agency based in Toronto, Canada, the Canadian Safe Boating Council ad campaign was art directed by Joel Arbez and Christian Buer with creative direction by Brian Sheppard and Matt Antonello. It portrays a serious ocean storm in a tumbler. Except in place of salt water, the glass is filled with some sort of alcoholic beverage.
Deadly Alcoholic Drink Ads
The Canadian Safe Boating Council Campaign Cautions Drinking at Sea
Trend Themes
1. Boating Safety - Creating educational campaigns around boating safety could help to prevent accidents caused by alcohol.
2. Responsibility Messages - Advertising that promotes responsible drinking could deter people from drinking while operating a vehicle.
3. Campaign Effectiveness Measurement - Determining the effectiveness of campaigns is essential for assessing whether they are reaching their target audience and creating the desired response.
Industry Implications
1. Alcohol - Alcohol companies could fund or create campaigns to emphasize the importance of responsible drinking.
2. Advertising - Agencies can work with organizations to create impactful campaigns to promote responsible drinking habits.
3. Boating - Boating companies and organizations can promote boating safety and education to help prevent accidents and promote safe drinking habits on the water.