white claw surf — surf like no other
white claw defined hard seltzer, so to launch a new flavor that would disrupt the category we had to do something equally unexpected. our objective was to show how surf is so different by showing surfing like we’ve never seen it before. we assembled a crew of surfers for an ‘endless summer’-inspired road trip. but we weren’t looking for the perfect wave; instead, we wanted to surf anything we could. the campaign launched with a documentary short that premiered at sxsw.
surf eyes - sxsw short film
social
this campaign upended the traditional funnel. it started on social and worked it’s way up. we tapped surfers who shared traits with the brand and sent them on an untraditional surf road trip. after 10 days of filming on the road, we sliced and diced the footage every which way. this is a sampling of the content we created for a very aggressive grassroots media buy.
deep dive
in the deep dive series we get to know the wavemakers who inspire us. the surfers featured in our surf road trip series were not randomly picked. like the brand, these three athletes are bold optimists in their own way. learn more about blair, ivy, and hunter, and what makes their outlook so perfect for white claw.
