Hurley | Waterman Things

INVITING JOHN JOHN FLORENCE’S FANS TO DO MORE THAN SURF.

SET-UP

John John Florence seeks to know everything about the ocean. He’s not only a two-time World Surf Champion, but a sailor, diver, and ocean health advocate. Some say he's on the path of a Waterman - an honored title bestowed only to the wisest and most experienced water professionals. For the 2017 Holiday Season, Hurley wanted to invite JJF’s fans to explore the ocean the way he does, through more than just surfing.

STRATEGY

Since passing on knowledge from one generation to the next is what keeps the lure of the water alive, we sought to create an experience people could learn from. So we created a tool: a physical book accompanied by digital outputs that would serve to educate and entertain.

SUCCESS

The Field Guide to Waterman Things was made of waterproof paper and filled with 20 insightful, but practical lessons from John John. Every lesson in print came to life digitally with footage shot around the world in South Africa, Fiji, and Hawaii. Instagram teasers drove fans to films and films drove them to .com, where they could shop the season’s line-up for Holiday.

All the proceeds of the physical book went to KoKua Hawai’i Foundation, a non-profit that supports environmental education in the communities of Hawaii.

My role included concept and lesson development, sell through, and top level communications strategy.

Agency: Conscious Minds