Surfstitch says it’s time to ‘live offline, shop online’ in first campaign by Akcelo

Surfstitch is encouraging Aussies to get out of the changeroom to ‘live offline, shop online’ in a new summer campaign created by brand experience agency Akcelo.

It’s Akcelo’s first work for the clothing brand, with the hero TVC featuring a humorous take on summers wasted in shopping centre changing rooms.

The TVC and digital campaign captures the nightmare of the change room and partner’s couch, while also showing the speed and ease of shopping online with Surfstitch as an alternative shopping platform.

The campaign roll-out includes a six-week commitment with Channel 10, underpinned by an online video series on YouTube,  as well as catch-up TV and social.

Surfstitch GM, brand and e-commerce, Dane Patterson, said the campaign embodied the brand’s purpose, to encourage Aussies to “live like it’s the weekend”.

“It is even more poignant this year, as we have been reminded again and again about the importance of living a healthy lifestyle, spending time with our loved ones and focusing on the good times.

“We wanted to portray this within the campaign, but we didn’t want the message to be bleak.”

Akcelo CEO Aden Hepburn said the campaign was about “tapping into something everyone has experienced and showing Aussies there is an alternative to spending hours stuck in change rooms this summer – and just get outdoors where they’d rather be.

Ackelo has also released a premium cocktail mix to go with the campaign called ‘The Stitch Up’.

The Stitch Up Cocktail is a collaboration with Mr Consistent cocktail collaboration. It’s hand-made and batch-produced using only fresh, vegan-friendly ingredients.

The Stitch Up will be sent as a gift with purchase to SurfStitch customers spending over $150 during summer. It is also available online at both Mr Consistent and SurfStitch for $30.

Patterson said of the collaboration: “We love the fun and simplicity of our partnership with Mr Consistent and the ability of the ‘Stitch Up’ to deliver an engaging and memorable brand experience for SurfStitch.”

Mr Consistent founder Jarrad Bell said his cocktail company is always aiming to collaborate with like-minded businesses.

“The partnership with SurfStitch just felt like a really good fit, as two businesses that embody a coastal style of living – and, in 2020, believe in the value of making Summer memories with friends more so than ever.”


SurfStitch CEO: Justin Hillberg
SurfStitch GM Brand and Ecommerce: Dane Patterson

Creative Agency: Akcelo
Creative Director: Louise McQuat
Copywriter: Justin Schoenmaker
Art Director: Michael Gethin
Chief Strategy Officer: Dave Di Veroli
Strategy Director: Isaac Lai
Executive Producer: Louella Campbell
Senior Account Director: Earth Luechaikajohnpan
CEO: Aden Hepburn

Production company: Brilliant Films
Director: Zac Lynch-Woodlock
Executive producer: Stephanie Ceccaldi


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