Born in 1969, The Original by Quiksilver was the world’s first real boardshort. 50 years later, Quiksilver asked SHARE to help the brand celebrate its return and create a movement around the iconic short.
Starting a cult
When Quiksilver launched their first pair in 1969, the reason was simple: make the best boardshorts. Over the years, it won World Titles, broke rules and connected communities. But in a saturated market, it lost its leadership position. We needed to re-establish the brand’s Original DNA by creating an emotional connection to its iconic product. We needed to start a cult.
It’s not the 1969 boardshort. The Original was updated and amplified to align with what our audience is looking for: comfort, performance and sustainability. Through authentic storytelling and epic surfing content, we brought it back to life. We ripped off the seam. We showed our audience what The Original Boardshort is made of and how stoked they could be by wearing this iconic piece of surf history.
The Original campaign was all about creating a collective feel. Using the hashtags #TheOriginalBoardshort and #IconicForAReason, we invited our audience to join the lineup and share the stoke with us. To support these tags, we launched a range of GIPHY stickers. The goal? Our audience used them as part of their product experience in their day to day posts. And thus, aided the overall awareness.