Getting any salty old sea dog to share their secret fishing spots is nigh-on impossible. And this reluctance can sometimes be dangerous, because if they get into trouble no-one knows where they are. So, in an effort to deal with this problem and stop its customers from dying, Hutchwilco, DDB and Rapp Tribal developed a clever and helpful iPhone app that allows fishermen to log their co-ordinates to a secure database and if they don’t come home, a loved one can log on, see where they like to go, and send the details straight to the Coastguard.