RNLI press and poster ads
Shot on location at Hoylake on the Wirral and Shoreham Harbour near Brighton these images form part of an ongoing RNLI campaign to raise funds for building new Lifeboat Stations around the UK. The project, art directed by Billy Allinson of Mad River can be seen in regional press, on posters and on the web. The image of the Lifeboat on the beach involved towing the boat 1.5 miles across the sand to reach the breaking waves, a journey the crew often do just to launch the Lifeboat! Featured in the Hoylake portrait ad are three generations of crewmen in the same family - Grandfather, Father and Son.