Know the Feeling case study image

Introduction

Billabong is more than just a surf brand. It’s a community of like-minded surf lovers from all waves of life. To launch Billabong’s Spring ‘20 Women’s collection, we were approached to create a campaign that showcased the brand’s global perspective.

Four women in swimsuits riding longboards together on the same wave, arms raised and smiling, one making a shaka sign.

“Each installment showcased the incredible stories of female surfers around the globe and the role of surfing in their rich cultures. A pivotal part of this collective are women breaking down gender barriers and pushing for more diverse perspectives. Because in the water, we are all connected. It’s an unmistakable feeling.”

– Elley Norman, Creative Director

Know the Feeling case study image
Woman in a leopard-print one-piece swimsuit standing barefoot on an arched pedestrian bridge, holding a white surfboard under her arm.
Woman in a pink bikini holding a surfboard under one arm, standing on a teal-railed footbridge, with the handwritten text "Our strength lies in the beauty of our differences" overlaid beside her.
Woman carrying a teal surfboard and wearing a floral bikini top and teal bottoms, walking along train tracks lined with tropical trees, with handwritten text overlaid reading "This is not about where you are from, the car you drive, the god you pray to."

Campaign Results

As the lead digital agency, our focus was on storytelling. But more than that, it was about capturing attention and eyeballs. Our work led to a 200% increase in engagement on Billabong’s YouTube channel. And we won a nice award too: ‘Campaign of the Year’ at the SIMA Awards.

Underwater half-shot of a woman swimming in a blue floral bikini, with mountains visible above the waterline in the background.
Silhouette of a woman with long hair standing on a beach with arms outstretched, facing the sun setting over the ocean.
Text slide with a quote about women's identity and surfing tradition in Hawaii, with "Know the Feeling" written beneath it in cursive script.

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