SurfAid: Surfify

Credits & Description:

Company Entering: Bwm Dentsu, Sydney
Entry Title: Surfify
Brand: Surfaid
Advertiser: Surfaid.Org
Agency: Bwm Dentsu, Sydney
Chief Strategy Officer: Jamie Mackay
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Copywriter: Sean Lavery
Art Director: Chris Mcmullen
Account Director: Guy Lovell
Strategic Planning Director: Megan Hales
Strategic Planner: Shani Tomkins
Senior Editor: Paul Liddle
Agency Producer: Margot Fitzpatrick
Film Production Company: Freelance, Sydney
Director: Paul Burrud/Stefan Hunt/Campbell Brown/Michael Lawrence/David Kruta/Ben Nott/Danny Izarraras
Cinematographer: Paul Burrud/Stefan Hunt/Campbell Brown/Michael Lawrence/David Kruta/Ben Nott/Danny Izarraras
Post-Production Company: Heckler, Sydney
Post Producer: Will Alexander/Bonnie Law/Greg Constantaras/Kyra Bartley/Garry Jacques
Sound Production Company: Nylon Studios, Sydney
Sound Studio Producer: Simon Lister/Nat Joyce/Karla Henwood
The Brief: Every Day Were Asked To Donate To One Charity Or Another. The Biggest Barrier To Donating Is That We Either Dont Have The Money Or The Time.
The Strategy: Generate An Innovative New Way To Cut Through The Clutter And Make It Easy For Anyone To Donate Anytime, Anywhere.
The Execution: We Created An Album Filled With Sounds Of The Surf And Called It ‘Surfify’. We Then Made It Available On Music Streaming Service Spotify. Every Time A Track From The Album Is Played, Spotify Pays A Small Royalty Fee To Surfaid. Its So Easy You Can Even Play The Album On Repeat Overnight And Donate In Your Sleep Without It Costing You A Cent. To Promote The Concept, We Created A Short Film About The Charity Surfaid And Explained How The Unique Donations Process Worked. Then We Posted It Via Social Media To Be Shared.
The Result: Its Early Days With The Album Only Available On Spotify Since Mid-Apri 2015, But Already The Tracks Have Been Streamed Thousands Of Times, And We Have Been Inundated With Tweets, Posts And Shares Across Social Media With ‘Likes’ On Facebook Increasing 300% In The First Week After Launch. Even The Mainstream Media Television Channels Have Reported On It And Our Journey Has Only Just Begun.