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Helping Kiwis outsmart rips.

Our Challenge

Every year, we all see ‘how to spot a rip’ ads on TV, but every summer people still get caught in them. So together with TSB, how can we help keep Kiwis safe at the beach this summer?

Our Story

We changed tacks by reminding Kiwis what to do when caught in a rip. Which is not your natural instinct of trying to outswim it, but the complete opposite. Because as the numbers show, nobody is stronger than a rip.

Our campaign features Kiwis of all shapes and sizes, flexing their muscles, to help remind beachgoers that everyone is vulnerable in a rip, which appeared throughout the country on billboards, petrol station signage and social feeds all summer long. Supporting this were stories from people who have successfully survived a rip and a new call-to-action that could help save your life one day – Relax your body, Raise your hand, and Ride out the rip.

4.2M
Total Reach
1.3M
Post Engagements
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TSB billboard

Supporting Assets

Our campaign extended into regional convenience and outdoor assets along roads to key beach and holiday spots.

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