The Objective: Teva wanted to launch a flip flop featuring a removable LED light, but didn’t want the product to look like a novelty item. They tasked Decon to create a piece of original content that would help set the tone for the campaign.
The Approach: Aligning ourselves with the surf community, the piece capitalized on “Dawn Patrol” – an activity that surfers partake in by hitting the waves just before dawn, in search of the best swell.
The Payoff: Enlisting San Diego-based surf rock band Switchfoot to star in our 2+ minute “documentary”, we told the tale of a journey to Dawn Patrol. The short-format piece was distributed online with a :30 version used for broadcast. The collision of authenticity, music, and recognizable talent combined for a positive impact on sales, and a positive impact on brand impression.