The Brief

This project was evolved to not just to promote or brand an existing product to resolve the issues the client was facing, but by developing a new product to directly engage the audience with the brand.

Creative Execution

Introducing the 'True Wetsuits'. One hundred per cent waterproof, 'True Wetsuits' is the world first innovation you can wear both in water and in the office. There are three styles – Office Smart, Navy Seal and Party Tuxedo – each 'True Wetsuits' comes with a pen-shaped communication device that allows you to automatically send an 'excuse e-mail' if you're too busy having fun in the water. In addition to showcasing the collection, our website also features a 'Surfer's Market Report' – linking the coming day's surf forecast with that of the stock market.

Describe the creative solution to the brief/objective.

Our target audience is young Japanese salaryman, who have given up surfing due to their busy lifestyle. Our objective is to reengage our target with surfing by Quiksilver demonstrating their love for waves and the surfers. Unlike the conventional way of promoting a lifestyle through ads, we created a product designed around our target's lifestyle.

Results

'True Wetsuits' became a worldwide sensation. The 2015 model sold out within three days of its launch, and more orders are flocking in all the way to 2016 delivery. It has accumulated over 10 million impressions in Japanese media and over 120 million impressions globally, and featured in over 100 online stories and blogs up to today. 'True Wetsuits' has not only brought back the men who once traded their wetsuits for business suits, but revolutionized their work-life balance. A powerful product that brought back the young Japanese workers from the boardroom to the surfboard.