The RNLI makes waves with a heartfelt tale

The RNLI has teamed up with Ireland's largest sporting and cultural organisation the GAA (Gaelic Athletic Association) to launch this compelling water safety campaign, Float.

Following a 15-year-old boy enjoying the carefree rituals of an Irish summer, including a dip into the cool waters of first love, the beautifully shot film was written and directed by Dermot Malone through The Sweetshop. 

With more than 1,000 people having drowned in Ireland over the past decade, many of them teenagers, the RNLI hopes the campaign will encourage more people to remember the lifesaving advice to float while in difficulty in the water. 

The Banjoman director commented: “I wanted to make a film in the same vein as the amazing RSA films of my childhood. Films that subtly showed the beauty of life and what is at stake before delivering the memorable message. There’s a growing tendency in advertising to prioritise speed, efficiency and immediate utility. I miss the epic films of Ringan Ledwidge, Frédéric Planchon and Jonathan Glazer. Some stories deserve patience, craft and emotion.”

Post-production was completed by Company3, while the soundtrack was from acclaimed Irish folk duo Ye Vagabonds.