Jonathan Horner
Advertising Creative Director Writer
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RNLI - Every Boot Tells A Story

The RNLI is the organization that sits behind lifeboat crews and lifeguards in the United Kingdom.

It chiefly relies on donations for operations. The thinking behind ‘Kit the Crew’ was to directly buy equipment for these coastguards so they can do their job.

As the iconic yellow boots were the most identifiable kit item, true stories from coastguards were drawn onto the boots that belonged to them. A range of type artists lent their magic to the campaign.

As a result of the campaign memberships were up 23% (an increase of around £280,000 over the previous year) with a campaign continuation greenlit for summer 2015.

OUTDOOR, DIRECT

RNLI

The ‘Kit the Crew’ campaign was aimed at driving donations for the Royal National Lifeboat Institution (RNLI). The thinking behind ‘Kit the Crew’ was to directly buy equipment for these coastguards so they can do their job.

• Creative Circle Awards
• DMA Awards

As the iconic yellow boots were the most identifiable kit item, true stories from coastguards were drawn onto the boots that belonged to them. A range of type artists were used.

As a result of the campaign memberships were up 23% (an increase of around £280,000 over the previous year).