SANTA CRUZ
Transcend Time and Space -> Reworked
Sadly, society has seemingly moved past 90's alt skater culture and left Santa Cruz with it.
The objective of this campaign is to prove that good things transcend time and space. It's about due time for a double-revival.
AD/CW: Josh Rudisel
VIDEO
These two spots will launch the entire campaign.
AUGMENTED REALITY
Download the Santa Cruz app for an otherworldly experience!
Using augmented reality and location services, the world around you will transform into the blue aliens' home — a shrine to 90's culture and Santa Cruz.
Create your own blue alien avatar, custom board, access limited edition merch, play games, and interact with your friends!
TEASER TO FINALE
Sponsored skater, Emmanuel Guzman, posts a cryptic edited image hinting at "the arrival," and something about an old subway station on May 13...
Looks like other Santa Cruz Team Riders are in on it too. The social buzz is building up...
Mark your calendars.
On the day of, Emmanuel posts coordinates to the abandoned Old City Hall train station in NYC.
The skate park and concert venue will feature iconic 90’s bands like the RHCP, Radiohead and more. Oh and of course, people dressed as the blue aliens.
Limited-edition boards will be sold only at this event and never again
Future Ideas
This is a campaign idea with longevity. Here is another direction it could go after the
above execution.
Out of Hand
Santa Cruz is a badass skateboard company.
Enough said.
Insight: It’s hard to differentiate skate brands… So let’s grab skaters’ attention in the most badass, sick, rule-breaking way.
Idea: The Stunt Crew is a grunge fusion of Redbull and Jackass. Their public stunts will be documented and posted on every Santa Cruz Skateboarding social. Heck, you may even witness their out-of-hand antics for yourself.
Tagline: Out of Hand.
Santa Cruz is famous for its blue hand graphic.
The Stunt-Crew will be outfitted with helmets mimicking the hand. That way you can’t miss them.