Designed to arouse the passion of surfers from all over Europe, this cross-media brand entertainment project for Jeep and Quiksilver was inspired by the two brands’ founding values of adventure and free spirit.
Adventure and free spirit, the two common values at the heart of the partnership between Jeep and Quiksilver were presented in an original format with a dynamic name in order to create a community of online users.
To encourage surfers from all over Europe to enter an online web casting contest, a unique experience was created that promised to bring together 4 Quiksilver team pro surfers with 4 other surf lovers at the prestigious Quiksilver Boardriders House in Hossegor, the Mecca of European surf.
The initiative had the twin goal of stimulating user participation and positioning the brands’ lifestyle image. It was backed up a media plan involving web, tv and specialised magazine communications featuring international surf world influencers.
The 8 episodes that told the stories of the online contest winners, from their arrival at the surfhouse in Hossegor, to their participation in a surf competition under the guidance of Quiksilver pro surfers, were shown on Sky and digital TV channels in Europe and adapted for Jeep-People web channels.