Billabong
Assignment: Take a campaign from years past and rework it to fit the demands of consumers, technology and clients today. I chose "only a surfer knows," a campaign Billabong ran in the mid-late '90s.
Print ads:
My first extension came way of key insight. 90% of surfers subscribe to one or more surf publications. No better way to hit people where they are than the backbone of the surfing world, its publications.
Signage:
My second extension came off of more insight. 78% of surf-based retail happens in core surf shops. Thus I've taken the same visual elements of my redesign and applied them to environmental signage.
Live Twitter Stream:
The third extension comes from personal experience and knowledge. While surfing nobody has a better view of the action than those in the water. This simple truth solves a pain point for watching competitive surfing, the angle of the live feed. Improving on this I envision showing all competitions live from the water in an experience only a surfer would know.
