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Merch From Malibu Rum and Tom Daley Promotes Water Safety
Skimpy briefs support the Royal Life Saving Society U.K.
U.K. diver, five time Olympic medalist and knitter extraordinaire Tom Daley retired from the sport earlier this week. Butt now, he’s teamed up with Malibu Rum to highlight the dangers of drinking near and in water.
“Don’t Drink and Dive,” created by Wieden+Kennedy London, consists of a hero PSA, short-form vids called “Daley Reminders” and floating billboards. Watch as Daley puts down his Pina Colada and makes his way to the diving board, only to be reminded that one in four drownings in the U.K. involve alcohol. He reconsiders and the messaging on his knitted Speedo encourages folks not to drink and dive.
Daley even released a limited-edition line of merch via his knitwear brand, Made With Love. Up for grabs are those bum-huggin’ briefs, along with sunglasses, a bucket hat and sliders. All proceeds benefit the Royal Life Saving Society U.K. Although we wouldn’t recommend wearing them near water.
“Malibu and W+K wanted to do a responsible drinking campaign that would actually create change and feel authentic,” agency creative director Freddy Taylor tells Muse. So, our strategy director, Brian Ritter, led us to water—literally. He found that quite a high number of U.K. drownings were alcohol-related, which sparked everything.”
“‘Don’t Drink and Dive’ and its knitted apparel were created with Tom Daley in mind. He was excited to become a water safety spokesperson as it felt so authentic to him. Lots of nice chats and collaborative sessions. We were in Mallorca with Tom sporting the knitted pants, standing at the end of a diving board. Dreamy.”
Video and photography assets, produced by W+K London’s in-house creative production studio WracK, feature Daley sporting knitted trunks and other apparel.
To learn more about water safety and view all campaign assets, visit www.dontdrinkanddive.com.
“Tom was super collaborative throughout, from every item’s design to shooting way into overtime. He was committed to ensuring every part was as good as it could be to maximum positive change,” Taylor says.
