Creative Execution

We created an album filled with sounds of the surf and called it ‘Surfify’. We then made it available on Spotify. Every time a track from the album is played, Spotify pays a small royalty fee to SurfAid. It’s so easy you can even play the album on repeat overnight and donate in your sleep, without it costing you a cent. To promote the concept, we created a short film about the charity SurfAid and explained how the unique donations process worked. Then we posted it via social media to be shared.

The album has already been streamed tens of thousands of times since being uploaded to Spotify in April 2015. The idea has been talked about heavily in the media, as well as being supported by musicians like Jack Johnson and famous surfers such as Mark Occhilupo and Laird Hamilton. We have been inundated with tweets, posts and shares across social media with ‘Likes’ on Facebook increasing 300% in the first week after launch. Even the mainstream media television channels have reported on it.

INSIGHT Every day we’re asked to donate to one charity to another. The biggest barrier to donating is that we either don’t have the money or the time. STRATEGY Come up with a revolutionary new way to cut through the clutter and make it easy for anyone to donate anytime, anywhere. IDEA In a world first, we partnered with music streaming service Spotify to create an unique new way to donate to charity SurfAid that is so easy you could do it in your sleep, without it costing you a cent.