Australian swimwear brand Seafolly has appointed Ogilvy Australia as its creative and strategic partner, as it looks to evolve its market-leading position while celebrating Australian beach-life culture.

The appointment – following a unique competitive pitch – is effective immediately, with the first of three creative shoots starting within weeks.   Ogilvy has been tasked with the development of an overall strategy, creative approach and executions from digital and social, through to OOH.

“Seafolly is not only one of this country’s most successful brands, but a fashion icon that is intrinsically linked to the Australian essence of summer, and all that goes with it.   We are incredibly excited to be working with the great team at Seafolly to help evolve this brand position, and celebrate Australia’s beach lifestyle while demonstrating its proven fashion leadership,” said Ogilvy Sydney executive business director, Leigh Bignell.

“Ogilvy were challenged with a very unorthodox call for an agency ‘approach’ and how they would work with a team that has internally created some of the swim industry’s most defining images globally,” said Mathew Hayward, chief marketing officer, Seafolly.

“With surprising agility and desire to partner in all ways, Ogilvy’s team illustrated not only their ability to interpret a challenge across structures and working styles, but to deliver a response that looked to embrace all parts of our journey past to the signing our first ‘agency of record’ as a brand.

“The team came with the delightful approach of partnering curator and experience maker to thoughtfully and strategically help us create the next chapter for our iconic brand together.”

Three shoots in total will be undertaken as part of the campaign partnership, with the first to start within weeks at a prominent Australian beach location. Creatively Ogilvy will look to showcase the spirit of Australian Summer while showcasing different lines of apparel within relevant contexts.

Once complete, the campaign will be featured locally and in selected global locations.