Summer is a crowded time of year with a lot of noise, and O’Neill invited SHARE to dive into summer and launch a SS24 campaign that broke through it all.
There’s a lot to understand when it comes to clothing – but the most important is the customer’s needs. And with our in-house social listening tools, we identified that our audience craved summer experiences and everything that summer brings. So from there, we knew it was all about the moments and moods that only summer can bring. We used this core insight to position our campaign, balancing the emotional benefit they crave – with the functional benefits they need.
Feel Your Summer became an authentic campaign that highlighted the real experiences and emotions summer brings, inspiring audiences to discover their own, with us.
The campaign portrays these real, unique moments through a selection of scenarios, or moments, captured with a nostalgic, stylistic, and warm touch. It’s all about seamlessly blending considered ‘style’ shots with raw in-the-moment captures, mirroring summer experiences and the styles that empower them.
All of this was tied together with a campaign logo and typeface, built in-house by our design team, that was built on the freedom and feelings that summer brings.
In Ericeira, Portugal – our in-house production team worked alongside an extended team of selected partners to capture every moment and bring them to life. From surfing to poolside moments, the personal stories of O’Neill athletes, and a crafted selection of influencers, became the crux of our campaign supported by core product moments.
Alongside a hero film and cutdowns, we created a playbook for local markets to activate the campaign across the funnel, based on their platforms, needs and local nuances. It outlined key campaign messaging, design layouts and rules, product details and creative application, supported with influencer and athlete guides to drive UGC.
