when
November 2022
CLIENT
O'NEILL
services
Media ADV
challenge
O'Neill, a global leader in surf wetsuit sales, proudly embraces the motto "First Name in the Water." Jack O'Neill, the founder of the California-based enterprise, was the inventor of the first authentic wetsuit tailored specifically for surfing. O'Neill has been at the forefront of the surfing world for years, hosting the digital contest "Wave of the Winter", in which the most spectacular and powerful wave of the Hawaiian winter is awarded. At the O'Neill Europe marketing office, we suggested a unique adaptation of the competition to the Mediterranean setting, aiming to pay tribute to the true passion of Italian surfers. Whether facing cold, wind, rain, or even snow: no matter the conditions, it's all about being the first to ride the waves in the Mediterranean.
Solution
"Ride of the Winter Italy" is a digital contest that not only recognizes top athletes in the national surfing scene (Open category) but also acknowledges the efforts of "No Sponsors" – individuals who work hard, make sacrifices, and deal conflicts with partners, family, and employers, all in pursuit of catching waves at sunset. Both surfers in the Open category and those identified as No Sponsors can submit up to 5 filmed waves in Italy from November 15, 2022, to March 31, 2023. To formalize their entry, participants must also share the video as a reel on Instagram, tagging @oneilleurope and @tuttologicsurf and using the hashtags #rideofthewinteritaly and #firstnameinthewater.
A panel of 5 expert judges, including athletes, photographers, and videomakers, will select the winners based on the waves receiving the highest public votes. The Open category winner stands to receive €1000 in cash, while the No Sponsor category offers a prize of one year's supply of O'Neill gear (3 wetsuits and a guaranteed trip with the European team).