Rip Curl use a lot of visual cues and musical cues to create emotion in their advertising and this allow their target audience to connect with the brand on a more emotional level.
Rip Curls slogan is 'Live the Search' the brand is all about support the search. In the surfing world there is a culture of living the search, traveling and finding those perfect waves, finding that inner peace, being at one with the waves and then in turn connecting with those around you.
Surfing in a lone sport as such, sure your out there in the waves with your friends. but in the end your on your own on that waves, along with your thoughts, its your time. Then your back on the beach with your friends talking about the waves.
Rip Curl is a grass Roots company, its all about giving back and supporting the industry, so their campaign advertising uses real youths, young guys and gals with braces and blemished skin. They also use current world champions in their advertising, allowing the youth to make that grass roots connection, the world champs are sponsored by the brand and this demonstrates to the youth that we support you throughout.
The advertising is also very vintage is look and feel, its very high key and often desaturated, this adds to the emotional connection through evoking the past, living your youth. On the other hand they use top of the range technology to film, shoot and create their advertising campaigns and often use interactive methods to capture and measure the stressfulness of the advertising. If you connect with your youthful target market on an emotional level, you then need to grab that reaction and create interaction with the brand through technology/social media.
Live the Search Summer Campaign.
Rip Curls latest summer campaign is very much based on Live the Search and was filmed in Bali over 6 days, and was shot and directed by Jimmy Gleeson. The advertising features a video as well as still photography. The images are of young surfers, living the search - surfing, traveling, connecting with each other and having fun, experiencing something.
The advertising features tropical landscape settings in another country reinforcing the live the search, water is a huge feature throughout all the imagery and the colours are vintage, desaturated and vivid almost like evoking the memories and the impression of being there, getting water on your face, driving down the crazy path on a motor bike.
Mirage - Like wearing nothing campaign
Rip Curl also use very up to date technology to film and shoot their advertising and are not afraid to experiment. The advertising is more about the emotion then the slick, beautiful models in a perfectly set up location. They use a more documentary low key casual approach, but combines with the latest technology and shooting methods.
This was shot in Figi using Rip Curl team riders by their dedicated technical team. This uses Time-slice technology and aims to capture the Mirage surf ware collection through portraying the essence of surfing.
Sources:
Jimmy Gleeson Portfolio <http://www.theloop.com.au/jimmygleeson/portfolio/rip-curl-live-the-search/22816>
You Tube - Rip Curl advertising
Behind the Scenes <http://www.surfline.com/surf-news/behind-the-scenes-at-rip-curl%27s-matrix-esque-ad-campaign-shoot-in-fiji-1_67191>
No comments:
Post a Comment