Seafolly Australia launches new global summer campaign ‘Made to Summer’ via ODD, London
Premium fashion swimwear brand Seafolly Australia has launched its first global campaign and new lifestyle positioning: “Made to Summer”, an inaugural campaign from creative agency ODD, who was selected as the brand’s global creative and strategic partner at the end of last year.
The campaign is running throughout Australia, the UK, Europe and North America. It launches amidst Seafolly’s plans to further drive international growth and build on its position as Australia’s leader in fashion swimwear.
“Made to Summer” brings to life the brand’s optimistic lifestyle, grounded in the brand belief that “We don’t just live, we summer.” Shot in Ibiza, Spain, the new campaign moves the focus away from the big-name models that have dominated in previous years. Instead, the cast celebrates inclusivity and encourages women around the world to be confident in their own skin.
Filmed and directed by Terence Connors and backed by the feel-good song Joanna by the Alessi Brothers, the campaign film embodies the elated feeling of summer travel synonymous with the Australian way of living. With photography by Australian Akila Berjaoui, it features key pieces from the brand’s 
SS19 collection, demonstrating how Seafolly’s swimwear has the fashion and fit to have you looking and feeling your best no matter where you are or what you’re doing.
Running globally across film, press, OOH, social, digital, and an always-on content strategy, it will be supported by events, brand partnerships and in-store activations to inspire and engage wearers around the world.
Says Adriane McDermott, head of marketing at Seafolly: “Our objective was to work with ODD to step change our approach, moving away from campaign spikes to an always-on content platform backed by a strong brand strategy. In testing the new direction with women in Australia, US, and UK a consistent response was given across all age groups and 
countries indicating the widespread potential to make a dramatic and positive change for the brand. Specifically, the new direction being more relatable, modern, fashion-forward and representative of women as a whole.”
Says Nick Stickland, founder and executive creative director, ODD, London: “Seafolly have bravely allowed us to drive desire in ways they’ve not tried before. Less reliance on super models, more of a focus on creating a relatable lifestyle, filled with hardworking and relevant fashion content.”
Brand: Seafolly Australia
Clients: Adriane McDermott & Kate Napier
Creative Agency: ODD
Executive Creative Director: Nick Stickland
Creative Director: Hannah Vere
Strategy Director: Sara Vanore Rewkiewicz
Director: Terence Connors
Photography: Akila Berjaoui & Cleo Glover
Producers: Megan O’Hagan & Suki Fraser
11 Comments
Bland ad.
It is such a shame to see such an iconic brand producing such underwhelming content.
I know… let’s shoot a girl on a boat with a towel on her head doing some vague sexual looking yoga pose.
Let’s shoot an ad in Ibiza for an iconic Australian brand – so guessing no beaches, oceans or boat options were available in Australia then?
Have you seen their product lately? I ducked into a Seafolly store over xmas looking for a cossie… absolute crap.
Iconic Australian brand no more.
The old, “we open on a overseas beach” junket trick….
Clearly there’s nowhere an Australian swimwear brand could film in Australia.
…This is the lowest form of content advertising.
I couldn’t watch the whole thing.
Skinny underfed models are representative of women as a whole? Perhaps I misread.
Is this a joke? In what world is this a ‘new direction,’ more ‘relatable’ let alone ‘representative of women as a whole??’
Shame on you, Seafolly. Do better.
. . . . anybody else sick to fucking death of turning a noun into a verb and making it count as the idea?