Five by Five UK
Mon, 11 Apr 2022 09:14:37 GMT
Five by Five’s first work with the RNLI set out to inform Londoners about the charity’s work in their city.
As an entirely self-funded entity, the RNLI does not receive money from the UK government, meaning it has to rely on a lean marketing budget. “This type of brand might not have a huge budget, but we will push the creative as far as we can, to make it right,” says Andy. So far, Five by Five has delivered on a range of specialist projects for print, digital and radio, as well as a musical animation. The latter serves as a public service announcement for young people: the 30-second Seaside Safety Sing-Along advises beach-goers to follow simple steps to stay out of harm's way.
Five by Five partnered with Bristol-based WONKY films to craft the educational animation, which sees bright 2D cartoon characters issue friendly advice by way of catchy jingle. Aired just in time for the 2021 summer holidays, the spot benefited from broadcasting slots on popular kids channels CBeebies and Milkshake, the perfect platform to address children directly. From ideation to execution, the creative team remained steadfast on the idea of the animation being not only accessible to its target audience, but memorable.
“We approached this in a simplistic way, knowing we had to make it memorable and impactful, while driving the safety message about floating on your back like a starfish,” Ravi explains. This was achieved through a winning formula of bold visuals, clear and concise tone of voice and an earworm jingle. It proved to be an effective spot, with 93% of mums (aged 35 - 49) finding the safety instructions clear and easy to understand.
Five by Five’s Seaside Safety Sing-Along opted for animation to make their catchy (and life-saving) message all the more memorable.
Mulling over the effectiveness of a campaign is commonplace for creatives in the industry, post-launch. In the case of the Seaside Safety Sing-Along, Ravi and Andy were given the most clear-cut feedback imaginable. “My wife was watching TV and called for me to come over and look at what was on,” Ravi remembers, “There is this little kid talking about our advert and how it literally saved his life.” As it happens, a horrible incident had occurred in which a young child had become separated from his family when swimming in the sea, at Scarborough beach. A strong rip current had torn 11 year old Ravi Saini (not to be confused with Ravi from Five by Five) away from the shore, leaving him for his life. Addressing the nation on ITV’s This Morning, Ravi recounted how he remembered a life-saving message that he had seen on TV. “I used a technique called float to live, where you get on your back, making a starfish shape, then you float on top of the water,” he told Eamon and Ruth.
Crafting advertising campaigns that play a part in saving lives, surely has to be the ultimate reward for any creative person? “It’s an incredible feeling,” admits Ravi.
11 year old Ravi Saini recounts how he was able to miraculously save himself after being dragged out to sea in 2020.
After almost 200 years of saving lives at sea, the RNLI brand is nationally recognised and respected by most of the UK public. “Excitement and encouragement is the instinctive response to the brand, that’s the lovely thing about working with them,” reiterates Ravi.
Facing forward, the pair acknowledge their partnership with the RNLI for what it is. “We are privileged to be working with them”, says Andy. “We knew RNLI was an amazing institution, but now we’re always waxing lyrical about them and are loyal supporters.”
Ultimately, Five by Five’s work for RNLI has so far made for a creative experience unlike any other. As well as increasing brand awareness, Ravi, Andy and the team have also set about literally saving lives. Whatever comes next for the Five by Five team (both with RNLI and beyond), there’s no doubting the lasting impact they’ve made.view more - CreativeFive by Five UK, Mon, 11 Apr 2022 09:14:37 GMT