Direct Line's Fleetlights introduced into search and rescue

Following the launch of the successful Fleetlights campaign first developed in 2016, Direct Line and Saatchi & Saatchi London have released their first brand partnership to use the pioneering fleetlights technology.

Caister Lifeboat Service in Norfolk is the first search and rescue team in the world to use the high performance, ground breaking semi-autonomous drone technology, which is set to be revolutionary in saving lives at sea.

Fleetlights technology enables a network of drones equipped with high-powered lights and HD cameras, to perform semi-autonomous flights. Each drone uses mesh networking* - an emerging technology that has only recently been applied to the world of drones - to fly semi-autonomously and conduct life-saving searches.

The average person stranded at sea without a boat is able to survive just a couple of hours which means every minute is crucial to their survival.

·       In daylight, the drones are an eye in the sky, providing an invaluable tool for spotting casualties that can be easily missed in the vast ocean

·       At night, rescuers are limited by how far they can see. The Fleetlights drones are fitted with powerful lights that act like floodlights in the middle of the ocean whilst feeding back essential visuals to the lifeboat team before it’s too late.

The technology was originally developed as a prototype service to demonstrate how drones could be used to bring mobile street lights to the darkest parts of the UK. The concept was a success, picking up Silver and Bronze Cannes Lion awards and a Bronze at Creative Circle but wide-spread implementation proved difficult due to strict regulations surrounding the use of drones.

Following conversations with RNLI and HM Coastguard it was decided that Caister would be the preferred location for the first roll-out of the Fleetlights. Like many lifeboat teams in the UK, the nearest helicopter is an hour away and extremely costly. Direct Line is donating the technology to the Caister team where the drones will be used in searches and as a proof of concept ahead of a meeting with HM Coastguard and the Department for Transport, where a full national roll-out will be discussed.

Paul Garrod, Caister Lifeboats Chairman said, “In the past, there have been instances where we have been unsuccessful when searching for someone in need of help. Perhaps if we had been equipped with the drone technology, these searches would have had a positive outcome. Improving visibility above and around boats, especially at night, will help us to locate those in danger much faster, meaning more lives could be saved.” 

Mark Evans at Direct Line added, “Fleetlights has been really exciting for Direct Line; symbolic of our intent to develop high performance solutions to everyday challenges. It is incredibly exciting that Caister will now be utilising this ground-breaking drone hardware and software.

Only a year ago, we predicted we might be using the Fleetlights technology in real-life situations by around 2021.  We deliberately created the Fleetlights code on an open-source basis in the hope that this would help us to accelerate. Now that we are using the technology to develop the drones for sea rescue it has happened much faster than anticipated. It’s our hope that Caister can lead by example to inspire other sea rescue teams to adopt it across the country and improve the safety of British waters.”

Richmond ‘Sausages & Chip’ (Integrated)

Helping to fuel family bonds, Richmond’s new ‘Sausages & Chip’ campaign taps into the insight that a child’s favourite toy is a vital part of family life. 

With the caption ‘Keep the whole family together with Richmond and a toy tracking chip,’ Saatchi & Saatchi London and Richmond have developed an innovative toy-tracking microchip that can be attached to toys. If the toy gets lost, it can be tracked down using an app that can be downloaded to a parent’s phone. 

As well as the chip (which can be won on-pack) and app, the campaign encompasses a 60” film, a 30” cut down, and a series of online content films and will be screened across live TV, cinema, broadcaster VOD. Video content from the campaign will be further shared across Twitter, Pinterest and Facebook as part of a multi-layered social campaign retargeting consumers.

HomeAway 'It’s Your Vacation, Why Share It?' (Integrated)

HomeAway’s new campaign ‘It’s Your Vacation, Why Share It?’ challenges travellers to book a whole house where families and friends have space and privacy to enjoy their whole holiday. The campaign highlights the plight of over-sharing, with the most egregious offense being shared holidays with strangers – from toenail clippings and dirty bars of soap to overrun pools and overcrowded buffets, the ads explore the reality of staying at a hotel or sharing a home with a stranger.

Running in the UK, US, France and Germany, the integrated marketing campaign builds upon HomeAway’s platform of ‘The whole house. The whole family. A whole holiday’ and is intended to show the many reasons why upgrading to a holiday rental far outweighs staying in a hotel or paying to sleep under the same roof as a complete stranger. Nick Offerman, actor and comedian, has voiced the advert giving it a humorous tone.

The 30 second and 10 second spots will be shown on ITV, Channel 4, Channel 5 and Sky and the global integrated marketing campaign will reach consumers using a spectrum of media, including digital, social, including YouTube, and TV.

The creative will also be shown at the UEFA EURO 2016™ as HomeAway is a national sponsor and the official fans accommodation service for the football championship taking place in ten cities across France from June 10 - July 10 2016. 

Rekorderlig 'Silver Skaters' (Online content/cinema)

Directed by Andreas Nilsson, the Swedish artist and award-winning director, ‘Silver Skaters’ features a pair of unconventional but spectacularly talented ice skaters and their evangelical coach, as they create an ethereal routine that looks – and sounds - unlike any other.

Embodying all that is 'Beautifully Swedish', the ad aims to drive awareness for Rekorderlig globally, connecting the audience with the skater’s story.

Pampers 'Pooface' (Online content/cinema)

'Pooface' is the first film created for Pampers Wipes new “Don’t Fear The Mess!” campaign. Set to the classic score Thus Spoke Zarathustra by Strauss, the film charts in high definition and in super slow motion (400fps), a big moment in ten young babies lives: doing a poo.

From the initial build up, to the moment itself, right to those moments of ecstatic relief that follow, the film encapsulates all the weird, wonderful, adorable and funny poofaces babies pull when they're doing their business.

Mattessons 'MMM3000' (Online content)


The MMM3000, the world's first ultimate hands-free snacking & gaming device, was created in partnership with The Syndicate Project to promote Mattessons Fridge Raiders as the ideal snack for hungry teenagers returning home from school.

Visa 'Grandad Tourismo' (Integrated)


As Visa has evolved from a card-oriented business to become a technology leader, the 'Life Flows Better with Visa' campaign has encouraged consumers to take their next steps in the new world of payments, making their lives easier, faster and