Online fashion retailer, SurfStitch, has a sense of humour. And that is helping its campaign by brand experience agency, Akcelo, stand out. The lead TVC plays with the antipathy that boyfriends feel toward physical fashion shopping and leads to the tagline, live offline, shop online, which already has traction with its young adult audience right now.
The brand campaign for SurfStitch’s summer 2020, is the first creative work from brand experience agency Ackelo. The full campaign includes a 6-week commitment with Channel 10, underpinned by an online video series on YouTube, catch-up TV and social.
Dane Patterson, general manager, brand and ecommerce, SurfStitch, commented, “Our purpose at SurfStitch is to inspire you to live like it’s the weekend. It is even more poignant this year, as we have been reminded again and again about the importance of living a healthy lifestyle, spending time with our loved ones and focusing on the good times.
“We wanted to portray this within the campaign, but we didn’t want the message to be bleak.”
Aden Hepburn, chief executive officer at Akcelo, added, “We wanted to amplify SurfStitch’s brand message, Live offline, shop online, by tapping into something everyone has experienced and showing Aussies there is an alternative to spending hours stuck in change rooms this summer – and just get outdoors where they’d rather be.”
The campaign includes a collaboration with new premium cocktail mix, The Stitch Up by Mr Consistent, a hand-made and batch-produced mix using only fresh, vegan-friendly ingredients. The Stitch Up will be sent as a gift with purchase to SurfStitch customers spending over $150 during summer and will retail separately online at both Mr Consistent and SurfStitch priced at $30.
Patterson added, “As a brand that has pioneered online shopping in Australia for the last 12 years, we wanted to put our mark on summer 2020. We love the fun and simplicity of our partnership with Mr Consistent and the ability of The Stitch Up to deliver an engaging and memorable brand experience for SurfStitch.”
The Stitch Up can be enjoyed both as a mocktail, or with one type of alcohol added to make a cocktail.
Jarrad Bell, founder, Mr Consistent, stated, “Mr.Consistent was born out of the desire to replicate bar-standard cocktails, in your own home, without the need for a million products – or a messy kitchen. Each of our mixers is hand-made and perfectly balanced, every time.
“Since our inception, I saw the opportunity to collaborate with like-minded businesses to bring unique, yet limited edition premium cocktail mixes. The partnership with SurfStitch just felt like a really good fit, as two businesses that embody a coastal style of living – and, in 2020, believe in the value of making Summer memories with friends more so than ever.”
Creative Agency: Akcelo
Creative Director: Louise McQuat
Copywriter: Justin Schoenmaker
Art Director: Michael Gethin
Chief Strategy Officer: Dave Di Veroli
Strategy Director: Isaac Lai
Executive Producer: Louella Campbell
Senior Account Director: Earth Luechaikajohnpan
Chief Executive Officer: Aden Hepburn
Production company: Brilliant Films
Director: Zac Lynch-Woodlock
Executive producer: Stephanie Ceccaldi
Chief Executive Officer: Justin Hillberg
Geenral Manager Brand & Ecommerce: Dane Patterson