Premium fashion swimwear brand Seafolly Australia has launched its first global campaign and new lifestyle positioning, ‘Made to Summer’.
Running throughout Australia, the UK, Europe and North America, it is the inaugural campaign from creative agency ODD, who was selected as the brand’s global creative and strategic partner at the end of last year.
The campaign launches amidst Seafolly’s plans to further drive international growth and build on its position as a fashion swimwear leader in Australia.
‘Made to Summer’ brings to life the brand’s optimistic lifestyle, grounded in the brand belief that “We don’t just live, we summer”.
Shot in Ibiza, Spain, the new campaign moves the focus away from the big-name models that have dominated in previous years. Instead, the cast celebrates inclusivity and encourages women around the world to be confident in their own skin.
Filmed and directed by Terence Connors and backed by the feel-good song “Joanna” by the Alessi Brothers, the campaign film embodies the elated feeling of summer travel synonymous with the Australian way of living.
With photography by Australian Akila Berjaoui, it features key pieces from the brand’s SS19 collection.
Running globally across film, press, out of home, social, digital, and an always-on content strategy, the campaign will be supported by events, brand partnerships and in-store activations to inspire and engage wearers around the world.
Adriane McDermott, head of marketing at Seafolly, said: “Our objective was to work with ODD to step change our approach, moving away from campaign spikes to an always-on content platform backed by a strong brand strategy.
“In testing the new direction with women in Australia, US, and UK a consistent response was given across all age groups and countries indicating the widespread potential to make a dramatic and positive change for the brand.
“Specifically, the new direction being more relatable, modern, fashion-forward and representative of women as a whole.”
Nick Stickland, founder and executive creative director of ODD, said:
“Seafolly have bravely allowed us to drive desire in ways they’ve not tried before – less reliance on super models, more of a focus on creating a relatable lifestyle, filled with hardworking and relevant fashion content”.
Brand: Seafolly Australia
Head of marketing: Adriane McDermott
Creative agency: ODD
Executive creative director: Nick Stickland
Creative director: Hannah Vere
Strategy director: Sara Vanore Rewkiewicz
Director: Terence Connors
Photography: Akila Berjaoui and Cleo Glover
Producers: Megan O’Hagan and Suki Fraser