Life jacket brand Hutchwilco is New Zealand's oldest manufacturer of life jackets however due to the secrecy surrounding fishermen's favourite fishing spots, they don't tell anyone where they are going and if something happens, no one knows where they are.
If no one knows where to look for you then even the best life jacket won't save you.
So DDB created a smart phone app called Secret Fishing Spots that allows fishermen to log the coordinates of their favourite spots on an encrypted database. If they don't return home, a family member can log on and give the co-ordinates directly to the Coastguard.
