A cork poster that became a deck pad, encouraging mindfulness towards sustainable surfboard materials.
Our short film, Sea Change, which educates surfers to be more mindful about using sustainable surfboard materials, launched at the Wavescape Film Festival 2016.
To promote the film, we created a laser-engraved poster (made from environmentally friendly cork) which peels off and converts into a deck pad to be used on surfboards. The poster thus becomes a literal example of Sea Change.
Poster 1: Ancient Hawaiian Heritage
Our message plays on surf jargon about a style of surfing (Goofy vs Natural). It doubles up as a message about using surf products that are natural and sustainable, like our Hawaiian forefathers did.
The ‘Rethink your Ride’ message encourages surfers to change their mindset about protecting the ocean every time they take to the sea.
Poster 2: One with Nature
Our message plays on surf jargon about surfing etiquette. To ‘drop in’ is to take off on a wave which is already being ridden. Our poster suggests that if you’re not riding sustainably, you’re disrespecting Mother Nature.
Our illustration shows Mother Nature empowered to protect her ocean. The fluidity of our lettering and imagery embodies this ideal: all elements working together in balance.
The ‘Rethink your Ride’ campaign line encourages surfers to change their mindset about protecting the ocean every time they take to the sea.
Credits: Agency: Bittersuite Advertiser: Ocean Child Brand: Sea Change Executive Creative Director - Andrew Hofmeyr Creative Director - Dani Loureiro Illustrator - Dani Loureiro Art Director - Conn Bertish Art Director - Derick Botha Copywriter - Conn Bertish Producer - Jason de Wet Account Manager - Lori Cape
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