The idea was simple — a satellite-based panic button that, in an emergency, leads rescuers right to you, anywhere in the world. It’s perfect for those adventurers who find themselves off the grid on a regular basis. The problem is, these rugged types felt that a device like this was only for “greenhorns” who shouldn’t be out in extreme situations in the first place. We had to remind our target that death is nothing to laugh about — but with the same humor and casual bravado they use to recount their own close calls.
Credits: Jim Sykora/Creative Director, Chris Bettin/Writer, Ray Sturdivant /Art Director, Moroch/Agency
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