Seafolly launches ‘Made to Summer’ global campaign and positioning

Australian swimwear brand Seafolly has launched its global Summer campaign and brand positioning, ‘Made to Summer’.

The ad, created by global agency ODD, is designed to portray the feeling of summer, travel and the Australian way of living.

ODD, which officially launched in Australia in November last year, created the integrated campaign which will run across out-of-home, social, digital and in-store.

The ad is backed to the song Joanna by the Alessi Brothers.

Adriane McDermott, head of marketing at Seafolly, said in a statement: “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.”

One of the outdoor executions

Nick Stickland, founder and ECD of ODD London, added: “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
  • Campaign: Made to Summer
  • 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

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