O’Neill partnered with Wear Cape to create awareness for their 2021 life jacket range and water safety. Popup beverage stands were installed near boat jetty sites and yacht clubs, giving away a free new beverage (actually sea water!) we called “emevas” (‘Save Me’ spelt backwards).
#thetasteofdrowning
Client: O’Neill
Category: Hybrid brand activation influencer roll-out
Task: Drive awareness for O’Neill life Jackets and water sports safety awareness
Source of affinity*: Drowning
O’Neill partnered with Wear Cape to create awareness for their 2021 life jacket range and water safety. Popup beverage stands were installed near boat jetty sites and yacht clubs, giving away a free new beverage (actually sea water!) we called “emevas” (‘Save Me’ spelt backwards).
Key influencers were employed to act as passers-by, invited to sample a ‘fresh new beverage being tested for water sport enthusiasts’. They were not told the beverage was actually sea-water. Written on the cup were the words ”the taste of drowning”.
The prank created powerful footage that went viral on social media, seeded by the participating influencers.
Results: Lifted brand consideration by 48%. More than 2.9 million views. Australian online search for the brand up 34%.
Australia has one of the highest sexual assault rates in the world. Lululemon partnered with Wear Cape to create awareness and support for recent legislation making sexual consent mandatory.
O’Neill partnered with Wear Cape to create awareness for their 2021 life jacket range and water safety. Popup beverage stands were installed near boat jetty sites and yacht clubs, giving away a free new beverage (actually sea water!) we called “emevas” (‘Save Me’ spelt backwards).
Berlin is a unique mix of eclectic and diverse residents who all take tremendous pride in their city. Aldi partnered with Wear Cape to build affinity for Aldi Nord chain discount stores.
