Introduction

Billabong and The Salty Blonde (a.k.a. Halley Elefante) are a match made in surf heaven. To launch Billabong’s first capsule collection with Halley, we were asked to create a campaign that captured the spirit of this unique collaboration.

Campaign Strategy

To us, it all started with their shared love of not taking life too seriously. The Billabong x The Salty Blonde campaign played on Halley’s unique personality––New York attitude, Hawaiian lifestyle––and amped it up with Billabong’s surf heritage.

“Halley and Billabong are two innovators of beach style, so we wanted to do things a little differently. Shot on film, our campaign told a playful, meme-filled story that invited Salty’s 600K+ Instagram fans to interact with us.”

Elley Norman, Director

Results

A social media campaign at heart, we drove more than likes. Billabong x The Salty Blonde was Billabong’s most profitable retail sell in and sell through ever. Likewise, launch day made history by accounting for 71% of total on-site sales.