Campaign: The Anti-Fashion Show

WPP company:
Ogilvy & Mather Cape Town
The National Sea Rescue Institute


  • 3 - health wellbeing
  • 11 - communities

Over 2,500 South Africans drown every year. The National Sea Rescue Institute wanted to encourage everyone, even the most fashion-conscious, to wear lifejackets. Ogilvy & Mather Cape Town partnered with leading South African designers to create a range of couture lifejackets, which were modelled on the runway during Fashion Week.


  • £308,000 in free media.