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.


Brand: Seafolly
Agency: Thinkerbell
Social Agency: One Green Bean
Media Agency: Havas
Production: Photoplay / Playtime


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