1 in 4 drownings in the UK are linked to alcohol. As a brand commonly enjoyed on beach holidays, we focused Malibu Rum's responsible drinking efforts on this overlooked issue.
In partnership with the UK’s most decorated Olympic diver (and knitter) Tom Daley, the Royal Life Saving Society (RLSS) and Made with Love (Tom's knitwear brand) we created a range of knitwear to with a simple message.
Directed by Jenny Brough
Made with Brendan Madden and Spencer Llewellyn
Creative Review 2025 Awards winner
Gold and Silver Creative Circle
Cannes Lion Shortlist
Webby Nomination
D&AD Shortlist
Creative Circle Shortlist
British Arrow Nomination
4 x Lovie award winner
5 x Shortlist PR Moment Award
We made Daley Reminders.
We sold the swimwear range with Tom's knitting brand, Made With Love, with all proceeds going to the RLSS. They sold out within 1 hour.
There were beach stunts in Brighton.
We were on Sky news, ITV and in almost every national newspaper.
Then we put Tom's pair of speedos on eBay. They sold for 10K and a load of places wrote about it.
And there were bum billboards where the highest drunk water accidents occur. From Brighton to Newcastle, Manchester, the Lake District and Durdle Door.
Tom's arse even showed up on Hinge.
