Havaianas enlists clean-up group for Thong Challenge

Havaianas enlists clean-up group for Thong Challenge
SHARE
THIS



Havaianas has enlisted a Bondi-based clean-up crew to comb the beach following the annual Thong Challenge tomorrow.

Earlier this month B&T revealed brands were gaining a bad reputation around the iconic beach with a group called Responsible Runners constantly clearing up debris left after large-scale activations.

The brand has moved to cut-short any bad publicity off the back of the event, now in its eighth year, which has become an Australia Day staple for many.

Trash generated includes the giant inflatable thongs used by the participants to create the giant floating rafts, with the aim of the Challenge to get as many people on the water as possible.

It is run at five locations, North Bondi, Cottelsoe, Mooloolaba, Glenelg and Torquay main beach by experiential agency Urban, and last year saw more than 7,000 people taking part.

A Havaianas spokesman said: “Our original brief to Urban was to create an Australia Day tradition and promote its association with Havaianas.

“The event’s year on year growth is testament to our success. The Havaianas Thong Challenge has really transcended our original objectives to become a significant part of Australia Day festivities around the country.”

Urban co-founder Ryan McDonough, claimed the Thong Challenge has become Australia’s most “successful and enduring” experiential campaign.

He added: “There are not many people you meet who do not know about it, or know someone who has participated in it, which is a powerful litmus test for any experiential marketing campaign.

“In addition, our success developing in-land ‘backyard’ Thong Challenges in 2012 is further testament to the growth potential of the event.”

Please login with linkedin to comment

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine