Part of the annual Cornwall Film Festival, Board Shorts was a popular annual event showcasing the best surf, skate and snowboarding short films from directors from Cornwall and beyond (including the USA, Canada, Australia and South Africa). Drawing a large crowd (up to 800 people) of both board sport and film enthusiasts, leading international surf brand Rip Curl wanted to have a compelling presence at the event. Our challenge was to find an imaginative way to excite Rip Curl’s core target market assembled there about the Rip Curl brand and its new range of environmentally-friendly products and projects, Rip Curl Planet.
We conceived the idea for, edited and produced LICK, a beautiful limited edition mini zine (32 pages, A6 format) featuring a tasty mix of life, earth, sounds, surf, skate, inspirational happenings and some of the filmmaking and photographic talent being showcased at the Board Shorts event. Enlisting some great writers, illustrators and photographers – including leading film critic Mark Kermode, Sam Bleakley, Bobby Evans (Telegramme), Marcus Oakley, Simon Peplow and Jim Newitt, amongst many others – plus Stranger magazine art directors A-Side Studio, we produced a tasty little morsel that had style and substance aplenty. Also writing editorial features about the Rip Curl Planet initiative, we ensured Rip Curl’s brand values and pioneering environmental activities had a good level of prominence, while maintaining a lively and credible editorial mix that would really strike a chord with their target audience.
We ensured Rip Curl’s brand values and pioneering environmental activities had a good level of prominence, while maintaining a lively and credible editorial mix that would really strike a chord with their target audience.
A copy of LICK was handed to every audience member on arrival, and each zine was individually numbered – so it also doubled as a unique raffle ticket for a prize draw we’d organised for the end of the night (prizes included a surfing holiday in Morocco, men’s and women’s Rip Curl wetsuits, clothing and trainers from Vans, howies and King Apparel, gig tickets and surf guidebooks). This – and the easy pocket-sized format – incentivised everyone to have a good look at the zine and be sure to keep hold of it. The content was purposely short and very sweet, so it would be easy to digest in a quick read – but it was augmented with a feast of extra content online, including more in-depth features, special interviews, free music downloads, film clips, galleries, competitions and other treats. We promoted the online content through e-newsletters and social media to ensure the Rip Curl Planet message reached a much wider audience than just those at the physical event.