50 Years of Billabong

01.Client

Billabong

02.Term

12 Months

03.Scope

Strategy
Creative Direction
Art Direction 
Copywriting
Full-Service Post-Production

04.Project Overview

Since 1973, Billabong has successfully forged a reputation as one of the most core surf brands of all time, while also becoming a household name worldwide. To celebrate their 50th year, they partnered with us to craft a global campaign spanning men’s and women’s categories to tell their storied history in a way that reflected the brand’s essence and connected with their fans from all over the world and across the age spectrum.

5 Decades of Icons and Iconic Moments

We immersed ourselves in Billabong’s rich history, with a half century of advertisements and films to sift through. We handpicked iconic moments to showcase the brand’s journey from the beaches of Burliegh Heads to a worldwide phenomenon.

Uniting Generations Across Categories

To honor Billabong's vast surf heritage and inspire its passionate audience, the campaign focused on inclusive stories utilizing iconic imagery. This, paired with a three-tiered rollout of content tailored to key demographics, achieved our objectives.

What It Means to “Know the Feeling”

Dating back to Gordon Merchant’s letter, Billabong became synonymous with their tagline “Know the Feeling." Over the last five decades, they ran various campaigns centered around it. Using the "Feeling" as a foundation, we crafted a new take on this timeless brand pillar.

Launching in the Birthplace of Progressive Surfing

Since the first Billabong Pro in 1985, Billabong has continued to host the largest surfing events at the most iconic waves around the world. As such, the 2023 Billabong Pipe Pro, held at the most famous surf break of all time, was the perfect launch pad for the campaign. In addition to releasing broadcast spots that reached millions, we simultaneously unveiled an experiential activation at the event that prompted fans to share their own images to create a “The Feeling is Forever” mosaic.

The Feeling is Unique to Everyone

To expand upon the primary broadcast spots, we spotlighted key athletes, delving into their personal experiences and interpretations of “The Feeling." These intimate stories showcased the diversity of the Billabong team, all while tying back to the universal impact of the feeling.

“Progression is Forever”

World Tour sensations Italo Ferreira and Isabella Nichols truly embody Billabong’s relentless pursuit of innovation. Their dynamic skillsets and approach to riding waves exemplify the limitless potential in the ever-evolving world of surfing, inspiring fans to chase their own dreams.

“Style is Forever”

The distinct styles of legend Mark Occhilupo and Josie Prendergrast showcase the timeless elegance and diversity within the surf world. Their unique approaches to riding waves encapsulate the essence of Billabong and the enduring nature of surfer’s embracing individuality.

“Creativity is Forever”

Surfing, at its core, is about self-expression. The artistic flair of Otis Carey and Jaleesa Vincent reflect Billabong’s commitment to fostering creativity. Their inventive styles on and off surfboards embody the fusion of surf culture and creative exploration.

“Forever Forward”

Every generation pushes the boundaries of surfing and today that is no more true than with Jackson Dorian and Sky Brown. These phenoms inspire surfers of all ages to embrace the ever-evolving spirit of surfing.

Credits

01.Client

Evan Slater
Stephanie Hendrickson
Brad Lancaster
Thembi Hanify
Peter Shu

02.Direction

Blake Vincent Kueny
Sam Allen
Thomas Pearson

03.Production

Rolling Hills Post-Production
Autumn Line Studies
Sanctus Audio

04.Special Thanks

Gordon Merchant, Jack McCoy, Metallica, Jack Johnson, Taylor Steele, Jarrod Tallman, Luiza de Moraes, Dylan Roberts, Tom Jennings, Faraz Mozafarian, Dan Scott, Steve Wall, and more.