WORLD SURF LEAGUE
The World Surf League is the only place where a slew of elements have the potential to create epic moments in history on a regular basis. From the equipment, to the locations, to the weather, to the wildlife, to the surfers themselves - there are so many factors that contribute to the massive moments in surfing.
We needed to communicate how all these elements come together to create these unpredictable events, and convince outsiders to tune in without alienating the existing core demographic. The brand campaign kicked off with our global spot, "Chaos Theory." We managed to engage and entice new fans but also resonate with our hard-to-please core demographic of devout surfers. This campaign was so successful, it was named a Facebook Success Story thanks to a 12-point lift in brand awareness and 10-point increase in brand affinity.