Design Royale and Billabong get together

Sydney digital agency Design Royale has again collaborated with international surf brand Billabong to bring to life a campaign for the new range of Billabong Jeans. The web site tells the tale of two young lovers, finding their fit in ‘Billabong Jeans together’.

VIEW THE WEBSITE

In response to the brief, Design Royale conceptualized and created a site to showcase the new range of jeans within the narrative of the short film format TVC. To extend the theme of the film, Billabong are giving their online audiences the chance to win a trip to LA to attend the international event ‘Billabong Design For Humanity’ which brings together art, design and music all in the name of charity.

The competition mechanic uses Facebook profile matching to bring users together, playing off the thrill of sending a fellow Facebooker a pick-up line that could see both users enter the draw for a chance to win the trip to LA.

“Following from the success of ‘I surf because’, this campaign aims to create an emotional connection between the brand and audience, taking users into the Billabong Jeans story. Maybe even getting them hooked up and flying to LA,” says Tim Ludlow, executive producer for Design Royale.

“We are super excited to role out this promotion. This is our first unisex jeans campaign so we wanted to get it right, especially in the digital space. The campaigns we are creating must have these dynamic elements to connect with our youth audience. It seems no longer acceptable to rely on a dps print ad, consumers expect more, they expect to be engaged and entertained. Everyone who worked on this campaign has done a fantastic job,” says Stephanie Hendrickson, Billabong’s Australian marketing manager.

The campaign will roll out across Billabong’s international markets throughout 2011. To view the campaign, visit www.billabongjeans.com

Creative Director: Elliott Risby

Junior Interactive Designer: Loan Myers