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SES Victoria

15 to Float

SES Victoria wanted a campaign to stop people driving through flooded waters. 

When developing the strategy for the campaign we looked at research recently completed by the University of NSW Water Research Laboratory that showed a car could float in just 15cm of water. We decided this was such a compelling fact that we designed the creative around it.

For the ad we recreated the experiment in a float tank to show that 15cm (the height of a pen) was all it takes to float a car. The campaign was rolled out across digital, radio and print executions and received more than 1 million views from free media coverage alone.

In 2021, we extended the campaign into the new world of Augmented Reality (AR).

The 15 to Float AR execution creates a safe virtual environment for the user to be presented with a flooded roadway – and offers a number of options to simulate similar decision making processes which would be required in a real life scenario.

Released via Facebook AR camera it allows SES Vic to get the experience out to as many devices as possible without having to contend with installing new software. 

We completed the experience with trigger content such as a fridge magnet that allows the audience to scan a QR code to start the experience and get updates on the latest flood conditions.

15 to Float TVC

AR Extension


We developed an integrated TV and digital campaign resulting in –

3.4 million digital display impressions

71,896 website visits

10% click through rate – 400% more than the Government standard

The Ad winning the 2018 EMPA Australian Awards for Excellence in Emergency Communication

The highest unprompted recall of any emergency Government campaign in Victoria

Web Design

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