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National Sea Rescue Institute: The Anti Fashion Show

July 29th, 2016

Episode 2938 of 3639 episodes

The National Sea Rescue Institute approached Ogilvy & Mather Cape Town with an unusual problem people were too image conscious to wear a lifejacket, especially when engaging in leisure water activities. We decided to speak to the fashion conscious in a language they understand. We created the world's first anti-fashion show as a means to deliver our message: Does a lifejacket have to be fashionable to save your life? We called it Fashion To Live For and billed it as a designer slot within Fashion Week. VIEW OUTDOOR