The Client

When Jack O’Neill invented the first wetsuit in 1952, he invented an industry. O’Neill has grown into a global manufacturer of surfing wetsuits and apparel and maintains a healthy lead in the industry by consistently producing the most innovative and functional products on the market.

The Challenge

We have worked with O’Neill from their European headquarters since 2007, developing a huge variety of projects, campaigns, and deliverables. Working with such a unique and inspirational brand has always encouraged us to produce powerful and iconic creative that has withstood the test of time in the global action sports market.

O’Neill approached Brandwave to develop a dynamic global print and digital campaign for some of the most innovative board shorts the world has ever seen. Featuring O’Neill’s innovative Hyperdry Nano technology, which allows the shorts to dry completely in under 5 minutes, the Hydrofreak can rightly lay claim to being the worlds quickest drying board short. Our challenge was how to communicate the rapid drying performance of the hydrophobic fabric visually, across print ads, online banners, and in-store point of sale.

The Result

Brandwave used a range of innovative techniques to fire blue powder paint at the shorts, creating an abstract explosion around the board shorts. Fire extinguishers and buckets were among the inventive apparatus used to produce this creative look, which intended to communicate the quick drying effect of the shorts. By using a striking product shot at the center of each visual, Brandwave delivered a unique and innovative product campaign. Featured in print and in-store, the Hydrofreak campaign continues to develop the O’Neill brand image and keeps them at the forefront of the innovative global surf wear market.

Launch Movie

Behind The Scenes Movie

“I’ve really enjoyed working with the Brandwave team on the Hydrofreak campaign. I found them to be very professional, thorough and on brief! Thanks again for the great work.”

Michael Heath