Ozmosis invites surfers and skaters to #PayWithPain in new campaign via Ugly

Australian chain of surf and skate stores Ozmosis has launched a new campaign via Ugly, that invites customers to pay, not with cash or credit cards but with scars, scrapes and bruises.

Customers will be able to go into any of Ozmosis’ fifty-five stores and show a scar, scrape or bruise to a staff member or upload a photo to social media with #PayWithPain to receive exclusive deals.

VIEW THE SPOT

This is the first work from new creative boutique, Ugly, recently opened in Sydney by former Anomaly Amsterdam CEO, Hazelle Klønhammer, Whybin TBWA ECD, Gary McCreadie, and M&C Saatchi Sydney Head of Strategy, Ross Berthinussen.

Says McCreadie: “More than a promotion, the campaign is a philosophy about life. That in pursuing our passions we get knocked down but those failures make us better.”

Says Jo Aird, marketing manager of Ozmosis: “We’re stoked with how Ugly took a promotional brief and turned it into something bigger. It’s a great example of them using creativity to solve ugly problems.”

The campaign will run across a variety of youth and surf and skate focused media and in and around skate parks and shopping malls. It also includes an influencer outreach and partnership with surf content platform, Stab.

Says McCreadie: “To connect with this audience we had to be real. Really real. You can’t just talk to this generation in the language of advertising, and expect them to do anything, it doesn’t work. You have to respect the things they respect and understand that their lives aren’t these utopian fairy-tales of driving their VW Combi up the coast, listening to Jack Johnson in a perpetual, golden dusk scenario.”

Says Klønhammer: “Behind every brave campaign is a brave client. The retail environment is becoming an increasingly tough nut to crack, so it’s inspiring to see brands like Ozmosis shake things up.”

Creative – Ugly

PR and Influencer outreach – Hidden Characters

Photographer – Sabine Schwarz

Senior Finished Artist – Salvatore Liseo