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It’s time for you to vote for the best Ad Campaign of the Year! Il est temps de voter pour la Campagne Publicitaire de l’Année !

AD CAMPAIGN OF THE YEAR


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CONCEPT

BIC SUP - SUP DURA TEC 2013 Our range of Paddle boards made with DURA TEC technology, which provides for particularly solid boards at an affordable price (among the lowest on the market), we target all amateur users and clubs that seek sturdy and good quality equipment. To communicate this message, we chose this image symbolizing sturdiness. Like for last year’s ACE TEC campaign, we also tried to set ourselves apart by creating a different type of ad, without using action images. We’ve successfully reached these objectives in both Europe and the USA where our campaigns stood out and were noticed. The visuals were also used in the animated gif segments created and used in the online campaigns where the SUP DURAC TEC range has been particularly well received. We have also decided to highlight the fact that our products are made in France and that we are part of the Ecoride program using the two corresponding logos in all our ads.


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AD CAMPAIGN


2. CONCEPT We believe «Life IS better in Boardshorts» and this campaign is all about showing the end consumer why. In a cluttered market of single minded stretch technology stories we believe Boardshorts are more than just stretch and performance. Boardshorts are a reflection of the wearers personality and no matter the fabric, cut style or function there will be a pair of Billabong boardshorts for his/her taste. Born from the idea that a pair of boardshorts is more than just a piece of clothing, the Life’s Better in Boardshorts campaign explores the lifestyle, experiences and preferences of the boardshort wearer. From our WCT Athletes, free surfers, music ambassadors, Pro junior hopefuls and to the top European wakeboarders the Life’s Better in Boardshorts campaign sent a contestant message throughout Europe this Summer.


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AD CAMPAIGN


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CONCEPT

We dream in color. Big, Bold color. Bright vivid splashes of ocean blue and sunset pinks. Neon hits of orange and yellow wake us from the monotony of Winter and throw us straight into the beating heart of Summer. It’s here we remember what it is to soak our painted toes in the sand, reeling from the warmth of the golden sun, felling what it is to be free. We duck dive into a life less ordinary and celebrate the salt on our tongues and the wax under our nails. Welcome to our world, it’s color bound chaos and we couldn’t be happier.


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AD CAMPAIGN


4. CONCEPT DEFINED BY DC This campaign is used across all our categories, for all our athletes and all our products, using one unified voice. DEFINED BY DC is all about being different, giving our point of view, showing what we are, DC is a true personality, DC is like a lable. DC is is being remarcable and being fearless. By hitting the market with a single and consistent global brand message we aimed to succeed in each different category which would also elevate theothers (and vice/versa) and impose ourselves in every category of the brand. By using our size, reach and authenticity we solidified the fact that DC is one of the leaders in action sports. By having one unified voice this also allows an easy regional application with global consistency : the message is clear for the consumer. We launched the DEFINED BY DC campaing in January 2013, it figured in numerious magazines on a European and national level. In the March issue of KINGPIN the DEFINED BY DC features our global skateboarder Matt Miller doint a 270 switvh B/S noseblunt. In the May issue of french skateboarding magazine SUGAR features THE WES KREMER PRO DEFINED BY DC advertisement. In the latest issue of ONBOARD, TRAVIS RICE boot DEFINED BY DC.


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5. CONCEPT # KEEPTRAINING Moskova was created in 2009 by three professional surfers who wanted an underwear range that would meet the demands of their chosen sports, and that would suit the style of the world around them, that’s how the premium brand dedicated to sports was born. Year after year, the brand strengthens its position by putting its sports team and the physical training they carry out, right at the heart of its strategy. Through the media campaign # KEEPTRAINING from MOSKOVA, also run on social networks, we decided to showcase a real rider and to become a fly on the wall during his personal physical preparation, usually seen only by his closest friends and family. The moment captured reflects the confidence a rider must have in his underwear in order to achieve the utmost during training, which is why we didn’t choose to have competition at the heart of the campaign but to focus on the preparation behind the performance.


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AD CAMPAIGN


6. CONCEPT Loud & proud Nixon is bound to set a statement with the campaign around its latest audio innovation “the Blaster”. Focused on the details, Nixon relentlessly pursuits to create products that stand the test of the time since 1998. Team designed and custom built, the sports and boards we love are our inspiration and our riders play a major role in the innovation process. In this spirit, the Blaster marketing campaign is built around Nixon’s team and brand heritage, focused on surfing, skating and snowboarding. Action sports legends like Lisa Anderson, Tony Hawk, Rob Machado or JP Walker are the stars of the campaign while the product itself shines in their natural environment from the mountains, to the beach, up to concrete skate parks. The simultaneous launch in all Nixon countries is a crucial element of the campaign completed by an individual push in the different territories, involving team members, retail partners, media and the social community around the brand. Approaching the target group from the core, the campaign emphasizes the action sports heritage of the brand as well as the product itself and activates the audience with a coherent 360° approach. Starting with team-focused teasers on the social web, the #nixonblaster campaign created a buzz and excitement far before the official launch without revealing too much information. A strong PR push from core to lifestyle media in their role of public opinion leader and news catalyzer complemented this step, with the written press being activated before online media to meet the requirements of a coherent launch date – exact timing is key. High social involvement and interactivity go with the latest trends in communication and overall marketing, reaching the target group in its entire diversity. The physical advertising in different European publications plays with the elements sand, water and concrete the Blaster is set to withstand, as well as the expressive personalities of Nixon’s ambassadors. Completed with an exclusive video starring team and product, the campaign entertains and educates at the same time. After an exclusive prelaunch in collaboration with opinion-leader retailer Colette two weeks prior to the global product release, custom retail merchandising and a micro website added up to the final stage approaching the end consumer. Features like a “How-to-video” starring skateboarder Todd Richards underline the interactive character. Bold, fun & 100% action sports, the Blaster campaign progressively plays the cards of contemporary marketing, while paying tribute to Nixon’s roots and heritage.


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7. CONCEPT SIGNATURE SERIES


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CONCEPT

RIP CURL FLASHBOMB - THE WORLD’S FASTEST DRYING WETSUIT The Rip Curl Flashbomb campaign. The perfect way of explaining why surfers need a Rip Curl Flashbomb, the world’s fastest drying wetsuit from the leader in wetsuit technology.


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AD CAMPAIGN


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CONCEPT

RIP CURL MIRAGE ‘MF1’ - MICK FANNING There is only 1 Mick Fanning. World Champion. Lightning fast. Performance driven. He demands excellence in the products he wears and no other product gets more use than his boardshort. Introducing the Mirage MF1. The Ultimate Boardshort in comfort. The first boardshort ever to use a revolutionary one piece construction fused together with STL illusion tape, eliminating seems and abrasion points. A single piece of fabric is rolled until it meets ends, fused and taped together, literally creating a «seamless reality» and supreme comfort. Fanning has personally been involved and hands on with the MF1 project since it’s conception. Getting deep in the creation process from fabric selection to colour choice and design. The result is revolutionary The MF1. A short designed to enhance the surfing experience and provide maximum comfort through every move. Style is something Mick has developed and fine tuned over years in the water and the MF1 is a compliment to that evolution. A slick all black body with hints of pop colour, the MF1 truly connects to its creator. The ghost waistband of the MF1 also pays homage to the seamlessness nature of the short adding to the package. Laminating a laser cut fabric to the outside of the waistband removes chafing and poor fit. The MF1 is Mick’s favourite signature Mirage of all time and he describes it as simply «Hands down the best range Rip Curl has done to date.»


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AD CAMPAIGN


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CONCEPT

RIP CURL MIRAGE ‘THE GAME’ - GABRIEL MEDINA The Game, is the first signature boardshort from the young Brazilian surfing prodigy, Gabriel Media. Medina has proved himself over the last year as a superstar in the making, smashing two ASP event wins in his first four events of the 2011 season. Since then he has ruled in the air in the small stuff and shown he is not afraid of the pit - performing well in solid surf at Pipeline, Cloudbreak and Teahupoo this 2012 ASP season. It is the ease that Medina brings to professional surfing that has become his feature and his signature short feels much the same. The relaxed fit of The Game provides extreme comfort where it counts and protects the surfer from harshness caused by surfing all day long. The Game’s multi-placement prints are engineered for flexibility and design, using black against bright colours, giving top quality style to Medina’s first signature Mirage Ultimate Boardshort.


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CONCEPT

RIP CURL MIRAGE ‘AGGROLITE’ - OWEN WRIGHT Low key and mellow on land. As loud as possible in the water. This statement not only suits Owen’s personality, but it was what he wanted our designers to convey in his latest signature Mirage boardshort. The result was the Mirage Aggrolite, featuring traditional sport styling with a bright Aggrolite pop flavor. Owen’s flow and flair were major influences in the design of this short and the goal was to create something that would stand out amongst the masses, and withstand the pressures of surfing from sun up to sun down.


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CONCEPT

RIP CURL MIRAGE ‘THE CASSETTE’ - MATT WILKINSON When a surfer like Matt «Wilko» Wilkinson is given the opportunity to create his own signature boardshort things are bound to get strange...and a little out there. The Mirage Cassette is a direct reflection of Wilko’s individual style and personality. It switches it up by juxtaposing a band of black polka dots across a brightly coloured body. The Cassette stands alone in was designed on location through a flurry of cocktails on the cliff at Uluwatu, Bali. The designers knocked ‘em back with Wilko and then set out to create a boardshort that would give him points in both fashion and function - but more importantly reflects the loose lifestyle he lives. The short cut 19» leg and the unmistakable «dog logo» from his personal blog Out2Brunch.com featured on the inner side of the fabric and it ticks all the boxes.


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CONCEPT

RIP CURL MY MIRAGE BIKINI My Bikini mixes the Search and performance. It is a mix of great pics of the Search and raw and pure action of Pauline Ado, Tyler Wright and Alana Blanchard.


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AD CAMPAIGN


14. CONCEPT The accessories, protection and maintenance market is booming and we wanted to highlight the fundamental values of SeventyOne Percent through a very graphic approach. We decided to show our team riders in critical and radical positions, playing on the idea of movement with a geometry that suggests something both contemporary and primitive all at once. A design that portrays the lifestyle and demands of surfers that travel to the most remote places, who challenge the elements while remaining connected, technical and of course trendy. Just like SeventyOne Percent products!


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CONCEPT

EMBRACE THE STRANGE “Embrace the Strange”…will you? …can you? Can you let the strangeness envelop your soul, enabling your vision to see through the forest of pseudo-idyllic imagery depicting rays of artificial sunshine…while the undertow of economic recession pulls silently in the other direction…undermining the well-being of the majority. Do not fear the unknown, as the known has been proven to be less realistic than reality in these strange days of alternating change vs. conformity… Escape pre-conceived realities and depictions of grandeur… Embrace the Strange.


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16. CONCEPT At VonZipper, we differ by providing happiness and smiles, regardless of what’s going on around us. That is the basic idea of our latest multichannel campaign. We developped this campaign based on our values and with the objective of promoting our new limited edition: the Spaceglaze collection. Fun, Sex, Retro, Classy and Eccentric are all key words that guided us every step of the way. The Spaceglaze: Born from an interplanetary phenomenon that occurred millions of light years away in another galaxy, Spaceglaze unites a cosmic constellation of acid colors from another world with infinite reflections and chromed glass. As you can see, this collection is the result of meticulous work on fabrics and colors without compromising on quality. It can be found on the 3 main models of our brand - Fulton, Elmore, Cletus as well as on this summer’s new Lomax.


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EuroSIMA Industry Awards 13