Creative is Native

Daddy! Daddy! Look at me!

Daddy! Daddy! Look at me!

Drowning is the second biggest cause of accidental deaths for children in Ireland and the risk of drowning grew significantly during the Covid-19 pandemic, as more people visited Irish beaches; caused by mix of good weather, along with the closure of supervised swimming pools, and the restriction of international travel.

This spot was designed to bring the perils of not paying attention to a child in the water into sharp focus by taking a simple phrase that all Irish parents are used to hearing “LOOK AT ME! LOOK AT ME!” and imbuing it with new meaning.