Teaching people to fight their instincts when they fall into cold water isn't going to provide the most comfortable of viewing experiences. So doing the sound design for Krow’s RNLI’s “Float to Live” ad proved to be an intense project. Director Olly Goodrum and Jungle’s Jim Griffin approached this task by using only real sounds and Jim went as far as drowning himself in a tank lined with hydrophones (underwater mics) to achieve the desired effect. The ad has saved 7 lives to date and Krow and Jungle have gone on to produce a radio ad featuring one of the survivors. Who says advertising never helps anyone?