Brief Explanation

We developed a special dual-purpose suit for surfing and business use to bring back overworked salaryman to the beach. A truly Promo&Activation idea that triggered audience's minds to want 'go surfing on working days - before work, during lunch and right after work). An idea that designed a new lifestyle, created buzz and penetrated interests worldwide.

The Brief

Surfing is one of the most popular sports in Japan. However, the unfortunate truth is that 90% of young Japanese surfers hang up their wetsuits for good once they start working in the real world. Sadly, between the brutal early morning commutes and the eye-burning late nights, there is no time for salarymen to hit the beach and practice what was once their way of life. Quiksilver, as the world's leading surf brand, wanted to bring these men back to the beach and remind them what it was like to surf, hopefully improving their quality of life in the process.

Describe the success of the promotion with both client and consumer including some quantifiable 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. A true PR effectiveness achieved through product attractiveness that stoked the insight of the surfers.

Explain why the method of promotion was most relevant to the product or service

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.