Seafolly launches ‘Own Your Folly’ brand platform in first campaign from Thinkerbell
Seafolly has launched its first campaign from its newly appointed creative agency Thinkerbell, along with the brand platform ‘Own Your Folly’.
The campaign aims to capture the confidence of women who do not take themselves too seriously, and communicate that Seafolly’s fit and styles can give women the confidence to own their attitude.
The TVC shows women walking dogs, mowing the lawn and breaking into a backyard pool in their Seafolly bathers.
The inspiration for the new platform was traced back to founder, Peter Halas, “whose folly was to follow his heart and start his own swimwear company”.
Seafolly CMO, Adriane McDermott, explained the company was investing in creating a stronger brand narrative.
“We decided it was about time we invested in building a stronger brand narrative. Women today want to belong to brands that liberate them to embrace who they are and share their beliefs. The Own Your Folly campaign does just that, in a playful way. It allowed us to break our own rules to remind women what the benefit of great fit can do for their inner confidence,” McDermott said.
The campaign execution that will appear on buses
The TVC was directed by Gracie Otto from Playtime. Otto said in a statement: “Seafolly has a rich history and has been around for so many generations, it’s uniquely Australian. For me, Own Your Folly means not caring what anyone else thinks and just owning whatever it is you want to do. I love working with women and loved bringing this to life.”
Over summer, Seafolly will be encouraging women to share photos of moments of ‘folly’ with their friends on social media.
The campaign will be executed across TV, cinema, retail, bus megasides, billboards and YouTube.
Credits
Brand: Seafolly
Agency: Thinkerbell
Social Agency: One Green Bean
Media Agency: Havas
Production: Photoplay / Playtime
A little wet for my liking.
User ID not verified.
I had to check that this was in fact shot by a woman; all that was missing was a pillow fight.
User ID not verified.
This campaign is nothing but degrading towards women and alienating to all young women that aren’t size 6 -8. Im really disappointed to read that this was produced by a woman…. how disconnected from reality must she be. I’m really surprised that mumbrella would give this any support. I suggest you jump onto their social media platforms and read through the audience response. Nothing about this campaign is acceptable in 2019.
User ID not verified.
Hi Brooke,
Us doing a story on a campaign’s existence is not a show of support. As a publication which reports on the media, marketing and advertising industries, a campaign for a major brand – good or bad – from a prominent agency will get a run. We can’t only give coverage to ads we like, or ones we think will be supported on social media.
If you work in creative, and want to offer constructive feedback on campaigns, feel free to reach out to my journalist Zoe Wilkinson (zoew@mumbrella.com.au) and get involved in Campaign Review.
Thanks,
Vivienne – Mumbrella
Hi Brooke,
I don’t think you can speak for “all young women who aren’t size 6-8.”
Have a look at the most popular influencers on social media, they are generally very attractive. I imagine it is a combination of aesthetics and aspiration. It’s not my cup of tea, but reality.
Whether you like it or not, behaviour suggests this is what the audience wants.
User ID not verified.
I bet Thinkerbell had fun filming this one, amirite?
User ID not verified.
This has missed the mark completely. What an opportunity to reinvigorate a brand that was in desperate need for relevance in an evolving category (body, swim and lingerie). You need not look far for examples of brands who are doing it right (i.e. Fenty). Seafolly, this is an example of what NOT to do, a sentiment that is being echoed across their social media platforms. I think it is a case of RIP for this label. The CMO that lead the campaign needs to go.
User ID not verified.
Diversity issues aside, this ad is still terrible. Why would women in suburbia walk their dogs in their bikinis, or go to a drive through — IN THEIR SWIMMERS? Why are women wearing sunglasses at night? As a woman, if my friend pulled my top off while I was trying to enter the surf, I would be extremely pissed off. None of this is normal behaviour. And don’t even get me started on the VO, truly one of the worst scripts I’ve ever heard. “If you don’t got it, own it anyway… If you don’t own it, own it.” ??? What the hell does that mean? A question echoed by their audience on their social channels. It’s also been enjoyable to watch the brand delete the negative comments on their ads. Bravo.
The representation of tiny white models in dumb situations is irresponsible in 2019. It’s time for the brand to realise this is completely tone deaf, pull the ad, and rethink their agency.
#RIPSeafolly
User ID not verified.
Was about to write a comment but read this and it is so on point that I no longer need to. Seafolly is stuck in the dark ages. That CMO has to go and fire that agency. #RIPSeafolly
User ID not verified.
I’m a size 16-18, 70+ year old grandma and aunty of one of the 40year old models in the add. She is a vibrant young mother of 2 and this add is reflective of the vibrant fun spirit of the Australian outdoors! I enjoy watching youth & carefree beauty and am over all the politically correct over analising of everything. Why should those blessed with natural beauty be made to feel guilty, and why should we all be made to feel somehow wrong if we acknowledge and appreciate this God given beauty and spirit and zest for life? Love life. Be happy. Spread love, not jealousy!
User ID not verified.
I agree with you Brooke. I saw this at my cinema last night. Disappointed with Seafolly.
User ID not verified.