Core disciplines: Advertising/Creative, Brand strategy, Branding / design, Digital

We are all different in

Divers Alert Network (DAN) Europe is an international non-profit organisation founded to make diving safer. The organisation, that has over 400,000 members worldwide, wanted a campaign that celebrates the positive side of diving, as opposed to the risks. They wanted an inspiring campaign that exposes the passion of divers and answers the key question: Why do you do it?

As we embarked on the #WhyWeDoIt campaign, we knew that the best way to convey that passion was to get divers to talk about their experiences on camera - while in their element.

We partnered with expert marine photographer Kurt Arrigo, who is also a DAN Europe member, and set up documentary-style interviews with four international divers. Travelling to gorgeous locations such as Italy and Spain, we captured stunning and honest footage of the four divers, who are all DAN Europe members. We soon realised they all share a deep respect for the underwater environment. Their sense of discovery pushes them to follow their passion. Through their inspiring stories they urge others to do the same.

Here’s why they do it.

Jason deCaires Taylor
Sculptor & DAN member

The ocean is an incredible space where I disconnect.

As an artist, Jason has created a monumental underwater sculpture at the Museo Atlántico(underwater museum) in Lanzarote, Spain. His work draws attention towards various issues and the fragility of our underwater environment. Speaking from the heart, he declares “we are as dependent on the environment as it is dependent on us”.

Alban Michon
Ice diver & DAN member

The world of adventure is an interesting way to show off the environment...

Alban fell in love with diving at the age of 11. Like many divers, he was inspired by the great Jacques-Yves Cousteau and one cold December day he decided to “see what’s under the lake”. Alban can only describe going under as something “fabulous”, a world of reefs and colours which has made him want to preserve our environment. We can only hope others follow his example. C’est beau!


Justin Carmack
Scuba dive blogger & DAN member

I can go (for) a hundred dives in the same spot and I'll still see something new.

As soon as Justin went on a trip around the world and got scuba-certified in Mozambique, he instantly knew that’s what he wanted to do for the rest of his life — “travel the world”. In his video, Justin explains how there’s always something new to discover underwater, and there’s a whole other world down there that just makes his life “a thousand times better”.


Raffaella Schlegel
Freediver & DAN member

I feel almost tiny compared to them, but when they approach me... they make me feel in harmony with them.

Raffaella’s journeys take her around the world to some of the most extraordinary places. As a photographer, she enjoys the exclusive privilege of being in close proximity to wild sea creatures. The ocean, the light and the energy found underwater has a unique story to tell, which Raffaella manages to capture in incredible ways. When freediving, the deeper she goes, the more she discovers.


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