SurfStitch ditches changing room nightmares this summer in first campaign via Akcelo

SurfStitch has released a new brand campaign for summer 2020, with its first creative work from brand experience agency Ackelo and a new premium cocktail mix, ‘The Stitch Up’.

 

The new TVC and digital campaign celebrates a ‘live offline, shop online’ mentality with a light-hearted narrative which showcases escaping ‘the nightmare’ of the change room and partner’s couch whilst highlighting the speed and ease of shopping online with SurfStitch. The ad creative embodies the tagline and appeals to the audience ‘get back to living’ with a humorous take on summers that have been wasted in shopping centres.

The campaign roll-out includes a six-week commitment with Channel 10, underpinned by an online video series on YouTube, catch-up TV and social.

Says Dane Patterson, GM, brand and eCommerce, SurfStitch: “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.”

Says Aden Hepburn, CEO at Akcelo: “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 new SurfStitch x Mr Consistent cocktail collaboration ‘The Stitch Up’ is hand-made and batch-produced 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.

Adds Patterson: “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.

Says Jarrad Bell, founder, Mr Consistent: “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.”

CLIENT: SurfStitch
CEO: Justin Hillberg
GM BRAND AND ECOMMERCE: Dane Patterson

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
CEO: Aden Hepburn

PRODUCTION COMPANY: Brilliant Films
DIRECTOR: Zac Lynch-Woodlock
EXECUTIVE PRODUCER: Stephanie Ceccaldi