Surftech - Ride Your Curiosity

Brand Background:
Surftech is the leading manufacturer of standup paddleboards, the newest surfing style. Unlike real surfing, a paddleboard can be enjoyed anywhere there's water. Waves or no waves. 
 
Insight:
There were many similarities between our audience and "real" surfers. In fact, many of them started out surfing. Their culture was similar: they all had the thirst to enjoy all the world has to offer. Days were spent riding their boards; nights were spent re-telling the tale. The stories we found were rooted in the act of discovery and it's a paddleboarders curiosity that drove their day. 
 
Solution:
We crafted a web experience that would become a shared outlet for that curiosity, with print (poster) ads to drive our on-the-go paddleboarders there. 
Poster Ads
Knowing that smartphones and laptops don't mix well with water, we had a unique problem to solve. How do you reach an almost-off-the-grid audience and get them to start using a web experience? You reach them traditionally where they start (or end) they days: the surf shop. 
Web Experience:
Partner(s):
AD: Parker Bell
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