Apple highlights life-saving power of Apple Watch in new ‘Rick’s Rescue’ film via TBWAMAL Sydney

Apple has launched the latest film in its Apple Watch campaign that highlights real, uniquely Australian stories to demonstrate how Apple Watch could save your life. The new campaign ‘Rick’s Rescue’ via TBWAMedia Arts Lab, Sydney, features Byron Bay local Rick Shearman, who found himself dragged out to sea in a strong rip current.

 

The new film recounts the experienced swimmer’s terrifying experience, where he found himself struggling against the rough waves and unable to return to shore. Through his Apple Watch, Shearman activated the Emergency SOS feature, which helped rescue crews locate Rick 1.6km off Byron Bay.

This campaign follows previous testimonial stories including Bruce Mildenhall and Lexie Northcott, who were helped by the Apple Watch’s Fall Detection and Heart Rate Notification features.

Apple Watch’s Emergency SOS feature allows users to quickly and discreetly alert emergency contacts and call for help, providing a crucial lifeline when conventional communication methods aren’t available. Additionally, the watch’s location tracking proved instrumental in Rick’s rescue, with the Westpac Lifesaver Rescue Helicopter Service confirming that, without this technology, the search for Rick could have had a very different outcome.

Creative Agency: TBWAMedia Arts Lab, Sydney
Production Company: Scoundrel
Post Production Companies: ARC, Fin Design + Effects
Music and Sound Production: Turning Studios, Elliot Wheeler, MassiveMusic Sydney