Season 1 2 2014 americas jan14update by Pablo Garcia

TAKES ONE TO KNOW ONE

N T H H E MI S E ASON 1 & 2 20 1 4

CONTENTS.

SEASON 1.

03. HOW TO USE THIS DOCUMENT 04. QUIKSILVER’S VISION & BRAND PERSONALITY 05 . CREATIVE STRATEGY 13. BUSINESS OBJECTIVES 14. BRAND OBJECTIVES 15. GLOBAL ROLLOUT CALENDER 16. PRIMARY MARKETING OUTLETS 17. MUST WIN TERMINOLOGY 18. GLOBAL PRODUCT STORIES

20. STYLE GUIDE 27. PRODUCT BRAND DRIVERS. - DANE BOARDSHORT - SCALLOPUSS AMPHIBIAN SHORT - BRIGG SCALLOP BOARDSHORT - OG SCALLOP PRINT BOARDSHORT

PG 2

82. ADVERTISING PRODUCT SUPPORT - DIGITAL ONLY -. HELEIWA SANDAL -. FONZ PANT

85. DIGITAL - SEASON 1 DIGITAL STRATEGY - SOCIAL MEDIA - CAMPAIGN OBJECTIVES 92. SOCIAL MEDIA - SOCIAL OBJECTIVES - DIGITAL BRAND CAMPAIGN - DIGITAL MEDIA PLAN - INSTAGRAM - FACEBOOK - TWITTER

60. ADVERTISING PRINT AND DIGITAL - PRINT COMP ARCHITECTURE - VIDEO ASSETS

108. QUIKSILVER.COM - ASSET PACKAGE - BRAND DRIVER - DANE BOARDSHORT - SCALLOPUSS AMPHIBIAN SHORT - OG SCALLOP PRINT BOARDSHORT - BRIGG SCALLOP BOARDSHORT - PRODUCT SUPPORT - HELEIWA SANDAL - FONZ PANT - COMPETE - ROLLER FLEECE - KIRKWOOD JACKET

66. ADVERTISING BRAND DRIVER PRINT AND DIGITAL - CORE - DANE - CORE EXECUTION - BRIGG SCALLOP - CORE EXECUTION - OG SCALLOP PRINT - CORE EXECUTION

127. QUIKSILVER.COM - FUNCTIONAL ASSETS - SHOP LANDING PAGES - PRODUCT CATEGORY HEADERS - BLOG CONTENT

73. ADVERTISING BRAND DRIVER PRINT AND DIGITAL - MASS - SCALLOPUSS AMPHIBIAN SHORT & DANE BOARDSHORT - MASS EXECUTION

136. EVENTS - EVENT STRATEGY OVERVIEW - FIRST TO KNOW NIGHTS

76. ADVERTISING BRAND DRIVER PRINT AND DIGITAL - CORE ‘BOMB’ PIECE - CORE PARTNERSHIP

144. SPORTS MARKETING - ATHLETE STRATEGY OVERVIEW

45. PRODUCT SUPPORT - HELEIWA SANDAL - FONZ PANT 52. PRODUCT COMPETE - ROLLER FLEECE - KIRKWOOD JACKET

SEASON 2. 147. SEASON 2 - GLOBAL PRODUCT STORIES 150. PRODUCT BRAND DRIVERS. - DANE BOARDSHORT - SCALLOPUSS AMPHIBIAN SHORT - BRIGG SCALLOP BOARDSHORT 163. ADVERTISING BRAND DRIVER PRINT AND DIGITAL - CORE - DANE - CORE EXECUTION - BRIGG SCALLOP - CORE EXECUTION - OG SCALLOP PRINT - CORE EXECUTION 168. ADVERTISING BRAND DRIVER PRINT AND DIGITAL - MASS - SCALLOPUSS AMPHIBIAN SHORT & DANE BOARDSHORT - MASS EXECUTION 171. SOCIAL MEDIA 173. QUIKSILVER.COM - ASSET PACKAGE - BRAND DRIVER - DANE BOARDSHORT - SCALLOPUSS AMPHIBIAN SHORT - BRIGG SCALLOP BOARDSHORT 183. QUIKSILVER.COM - FUNCTIONAL ASSETS - BLOG CONTENT 187. RESOURCE - GTM APPROVAL PROCESS

HOW TO USE THIS DOCUMENT.

This document outlines the seasonal marketing direction for Season 1 for the Northern Hemishpere. It’s your ‘how to’ guide as you build your local marketing plans. Please note (as previously communicated), some of the deliverables have changed since our sales conference presentations. This has been a result of global changes to strategic direction & budget considerations. We are confident that these changes will still drive strong sell-through & brand energy in your market.

PG 3

YOU WILL FIND IN THIS PACKAGE

•

Globally approved art creative, which needs to be followed in all your executions.

•

Creative style guides.

•

Campaign overview.

FOR FURTHER ASSISTANCE IN UTILISING THIS DOCUMENT AND THE ASSETS THAT SUPPORT IT, PLEASE DON’T HESITATE TO CONTACT US.

Quiksilver Americas Marketing Lead Anna.Sherwood@quiksilver.com

QUIKSILVER’S VISION & BRAND PERSONALITY.

PG 4

OUR VISION.

OUR PERSONALITY.

Awaken the spirit of adventure that lives in everyone.

We’re confident. We’re creative. We’re not afraid to have fun. We’re restless for adventure.

CREATIVE STRATEGY.

2014 is informed by real insight, understanding and emotion. Presented as one big, bold, confident truth that is Quiksilverâ&#x20AC;&#x2122;s point of view. One idea for every part of the business.

PG 5

CREATIVE STRATEGY.

Our Audience is varied.

PG 6

CREATIVE STRATEGY.

But they all want to talk to someone who knows. (Their shit)

PG 7

CREATIVE STRATEGY.

We welcome you to the tribe. (16 Is our inspiration. Itâ&#x20AC;&#x2122;s about the attitude, not the age)

PG 8

CREATIVE STRATEGY.

DAN E REYNOLDS 28 YEARS OLD PROFESSIONAL SURFER, VENTURA, CALIFORNIA

PG 9

TAKES ONE TO KNOW ONE DAN E BOAR DS HO RT QUIKS ILV E R.CO M

WHAT IT IS.

• A big point of view. Spoken intimately. • ‘Real’ & honest attitude. • Emotionally deeper. • Targeted but globally adaptable. • Disruptive to the formula. • Personal. • A mantra for all to start work with. • Attract attention, get a reaction, drive an action.

PG 10

CREATIVE STRATEGY.

CHEAT SHEET.

CONSUMER INSIGHT

INTERNAL INSIGHT

TRIBAL EMOTION

TONE

MESSAGE

PEOPLE WANT TO TALK TO SOMEONE WHO KNOWS.

WE UNDERSTAND YOU. BECAUSE WE ARE YOU.

IF YOU CAN FEEL THE NOISE. YOU’RE IN THE BAND.

YOUTHFUL ATTITUDE (STATEMENT) BOLD & CONFIDENT (LOOK & FEEL)

TAKES ONE TO KNOW ONE

PG 11

CREATIVE STRATEGY.

Letâ&#x20AC;&#x2122;s get the basics right:

Although we refer to this package as a campaign, it is also a base package of elements to visually define Quiksilver to the world - everywhere. Quiksilver should look and feel the same where ever you intersect with the brand. Currently there are many styles, vibes and artpacks being used to define Quiksilver. Some current. Some from many seasons past. The aim is to use season one 14 as a refresh and get everyone on the same page using the same creative approach, look and feel. We can then leap knowing the base is solid.

PG 12

BUSINESS OBJECTIVES.

• Become the #1 in the boardshort category • Broaden distribution while remaining a leading brand in core wholesale accounts • Win at vertical & online retail • Secure market share & shelf space

PG 13

BRAND OBJECTIVES.

• Establish a consistent, strong point of view for the brand globally. • Re-invigorate the core to create the foundations for broader reach. • Get back our Boardshort ‘MOJO’ to succeed with must-win product. • Focus and streamline creative - ‘Less is more’

PG 14

GLOBAL ROLLOUT CALENDER OVERVIEW.

PG 15

‘TAKES ONE TO KNOW ONE’ OCTOBER

NOVEMBER

DECEMBER

TEASER

JANUARY

FEBRUARY

APRIL

MARCH

SEASON 01

SEASON 02 GLOBAL ALIGNMENT IT ALL COMES TOGETHER.

SOUTH-PAC PRINT STARTS DAN E REYNO L DS 28 Y E A R S O L D PROF ESS I O NA L S U R F E R, VEN T U RA , CA L I FO R NI A

PRINT IMPACT

PRINT CAMPAIGN

TAKES ONE TO KNOW ONE

SOUTH-PAC DIGITAL STARTS

DA N E R EY N O LDS 28 Y E AR S OL D P ROF ESS I ON AL S UR F E R, V E N T URA, CAL I FOR N I A

TAKES ONE TO KNOW ONE

ONLINE/DIGITAL

DIGITAL SOUTH-PAC RETAIL STARTS

AMERICAS RETAIL STARTS

EUROPEAN RETAIL STARTS

RETAIL EVENTS

THE EDDIE

QUIK PRO

PRIMARY MARKETING OUTLETS.

PG 16

THE CAMPAIGN WILL SURROUND OUR AUDIENCE 1. ADVERTISING PRINT & DIGITAL

6. SPORTS MARKETING

5. EVENTS

TAKES ONE TO KNOW ONE

4. RETAIL

3. DIGITAL SOCIAL

DIGITAL

2. PR

MUST WIN TERMINOLOGY.

PG 17

MUST WIN CATEGORIES: PRODUCT CATEGORIES THAT WILL DRIVE REVENUE GROWTH AND BUILD BRAND LOYALTY.

BRAND WIN

MUST

SUPPORT

MUST WIN

MUST

COMPETE

WIN

BRAND DRIVERS: THE MUST WIN PRODUCT STORIES WHICH WILL BE HEAVILY MARKETED AND ADVERTISED. THESE WILL HAVE MARKETING SUPPORT IN ALL CHANNELS AND ALL PLATFORMS. PRODUCT SUPPORT STORIES: IMPORTANT PRODUCT STORIES THAT WILL HAVE STRONG MARKETING SUPPORT IN MANY OUTLETS INCLUDING RETAIL MARKETING, INSTORE POP, DIGITAL SOCIAL. COMPETE CATEGORIES: MARKETING FOR COMPETE CATEGORIES WILL BE SIMILAR TO PRODUCT SUPPORT STORIES. THE COMPETE CATEGORY ENSURES WE ARE SEASONALLY RELEVANT WHEN THERE NEEDS TO BE A TRANSITIONAL TIME BETWEEN SEASONS AND BRAND DRIVERS..

MUST

BRAND

SUPPORT

WIN

COMPETE

BADGES CAN BE FOUND ON RELEVANT PAGES TO REMIND YOU.

GLOBAL PRODUCT STORIES + SUPPORT. AMERICAS.

MUST

SUPPORT WIN

DIGITAL

RETAIL

EVENTS

SPORTS MARKETING

AMPHIBIANS

DANE,BRIGG,OG PRINT

LIVE DATE

ADVERTISING DIGITAL

BOARDSHORTS

STYLE

ADVERTISING PRINT

WIN

BRAND DRIVERS

BRAND

PRODUCT STORIES SUPPORT

MUST

MUST WIN

CATEGORY

PG 18

FEB-JUN

SCALLOPUSS AMPHIBIAN SHORT

SANDALS HALEIWA

MAR-JUN

STYLE GUIDE.

PG 19

LOCKUP GUIDE. HERO LOCKUPS. Stacked lockup:

TAKES ONE TO KNOW ONE

Linear lockup:

TAKES ONE TO KNOW ONE

PG 20

LOCKUP GUIDE. PRIMARY TYPEFACE.

PG 21

The primary typeface for the campaign is:

BERTHOLD AKZIDENZ GROTESK

ABCDE

The campaign line and any heading text (such as categories) must be in UPPERCASE:

Please refer to the Hero Lockups for kerning example.

TAKES ONE TO KNOW ONE

LOCKUP GUIDE. SECONDARY TYPEFACE.

PG 22

Athlete names should be in Black or white only:

Typeface for supporting text is:

INTERSTATE REGULAR

100% 100%BLACK

WHITE

ABCD

Athlete names and our web address must be in UPPERCASE: Body copy should be in Sentence Case:

DANE REYNOLDS QUIKSILVER.COM

LOCKUP GUIDE. COLOUR PALETTE.

PG 23

Principle Colour Palette:

5% WHITE

5%BLACK

100%

C: 11.88 M: 100 Y: 91.92 B: 2.83

100%BLACK QS_RED PMS 186

Primary Usage:

Background ‘Frames’ Clear space online

Solid Backgrounds

Text / Copy

Quiksilver Red Box.

LOCKUP GUIDE. CATEGORY CALLOUT.

PG 24

For all other requirements outside of must win or compete categories, Please use consistent use of the primary typefaces and colour palette: Please refer to the Hero Lockups for kerning example.

WETSUITS TRAVELBAGS KIDS

LOCKUP GUIDE. DONTâ&#x20AC;&#x2122;S. Change the colour

PG 25

Change the format

Rotate the format

Change the alignment

TAKES TAKES TAKES TAKES ONE TO ONE ONE TO ONE TO W KNOW TO KNOW O N K ONE KNOW ONE ONE ONE TAKES ONE TO TAKES ONE TO KNOW ONE KNOW TAKES ONE TO KNOW ONE ONE Do not reverse the colour except on window clings. These can be white.

Change the font weight

Use without the Quiksilver branding (logo)

PRODUCT BRAND DRIVER.

PG 26

PRODUCT. BRAND DRIVERS.

MUST

BRAND WIN

TERMINOLOGY.

BRAND DRIVERS: THE MUST WIN PRODUCT STORIES WHICH WILL BE HEAVILY MARKETED AND ADVERTISED. THESE WILL HAVE MARKETING SUPPORT IN ALL CHANNELS AND ALL PLATFORMS.

PG 27

PRODUCT. BRAND DRIVER.

MUST

BRAND

PG 28

DANE BOARDSHORT. PRODUCT INFO.

WIN

DANE BOARDSHORT. Made from Traceable Recycled Poly Cotton Spandex Diamond Dobby, and with an 18” outseam and scallop hem, the Reynolds Boardshort oozes Dane’s signature flair and won’t ever restrict your performance. When innovative Quiksilver Boardshort technology meets Dane’s aesthetics, it means only one thing: Function wrapped in style.

DANE BOARDSHORT.

DANE REYNOLDS HERO PORTRAIT.

PRODUCT INFO.

ATHLETE INFO.

•

18” Outseam

•

Traceable recycled poly cotton spandex diamond dobby

DANE REYNOLDS. 28 YEARS OLD. PROFESSIONAL SURFER VENTURA, CALIFORNIA

•

Short fly construction w/ gusset

•

Scallop hem

•

Dane’s art patch and signature label branding

•

Dane Reynolds signature style

PRODUCT. BRAND DRIVER.

ATHLETE BIO.

CORE APPROACH

MASS APPROACH

DANE REYNOLDS. 28 YEARS OLD. PROFESSIONAL SURFER VENTURA, CALIFORNIA

Where surfing’s roots meet its future, you will find Dane Reynolds. The Venturan regular-footer has one eye on the soulful sunset in the rear view mirror, and the other eye on the high performance road ahead. Dane flipped the progressive zeitgeist on its head, but he still has as much fun riding a self-shaped fish in one foot waves as he does ripping apart Lowers on his DFR (Dane Freaking Reynolds) model. He’s influenced by a broad spectrum and isn’t afraid of a challenging project – most recently, directing Craig Anderson’s profile film, Slow Dance. Multitalented, spelt D-A-N-E. “He’s a guy who’s pretty much every good surfer in the world’s favourite surfer,” said Kelly Slater of Dane. And the sentiment is true. Dane’s Marine Layer Productions is bookmarked in more browsers than any other surf portal in the world. The uncertainty of Dane’s surfing brings a drama to the game that few others have ever brushed on. If you’re hoping for a finner, chances are you’ll get a full-committed disaster instead. Dane’s raw approach is one we can’t forget, simply because he kicks his tail higher and burns his bottom turns faster, every time.

To understand Dane Reynolds’ impact on surfing, you needn’t look much further than 11x world champion Kelly Slater’s comments at the 2013 Quiksilver Pro, Gold Coast: “Dane’s awesome for surfing. He’s such a unique individual. He just moves to the beat of his own drum. I don’t see him being influenced by anything other than the things he loves. He likes to perform and that’s the beauty of Dane. It’s not his contest results, it’s the beauty of his expression.” At 28 years old, Dane brings a unique vision to the sport, whether it’s in the water or out. He recently added ‘film director’ to his list of achievements, having taken his vision to the new Craig Anderson profile film, Slow Dance. The film, like Dane’s surfing, personality and style, is simultaneously classic and innovative. And the fireworks happen no matter what side of the production – the infrequent clips Dane syphons out through his own digital platform, Marine Layer Productions, are met with amazement from his contemporaries and adoration from his fans. Few others feel a wave, see a wave, and use a wave the way Dane does. All we have to do is enjoy the show.

PG 29

PRODUCT. BRAND DRIVER.

DANE REYNOLDS PORTRAIT 1.

MUST

BRAND

DANE BOARDSHORT. PORTRAITS.

PG 30

WIN

DANE REYNOLDS PORTRAIT 2.

PRODUCT. BRAND DRIVER.

HERO COLOURWAY.

SUPPORT COLOURWAY.

MUST

BRAND WIN

DANE BOARDSHORT. PRODUCT.

PG 31

PRODUCT. BRAND DRIVER.

MUST

BRAND

SCALLOPUSS AMPHIBIAN SHORT. PRODUCT INFO.

PG 32

WIN

SCALLOPUSS AMPHIBIAN SHORT. The Amphibians are Kelly Slater’s choice of short this summer. Not only because it’s a walkshort with amphibious ability, but also because of the traceable Recycled Supersuede in a 20” outseam with a scallop hem, Front Side Binding Pockets, Back Welt Pockets and Amphibian Signature Interior Screen. The perfect mix.

SCALLOPUSS AMPHIBIAN SHORT.

KELLY SLATER HERO PORTRAIT.

PRODUCT INFO.

ATHLETE INFO.

•

20” Outseam

•

Traceable Recycled Supersuede

KELLY SLATER 42 YEARS YOUNG 11X WORLD CHAMPION COCOA BEACH, FLORIDA

•

Zip Fly Construction

•

Scallop Hem

•

Front Side Binding Pockets and Back Welt Pockets

•

Amphibian Signature Interior Screen and Label Branding

•

Amphibian Series

PRODUCT. BRAND DRIVER.

ATHLETE BIO.

CORE APPROACH

MASS APPROACH

KELLY SLATER 42 YEARS YOUNG 11X WORLD CHAMPION COCOA BEACH, FLORIDA

KELLY SLATER 42 YEARS OLD 11X WORLD SURFING CHAMPION COCOA BEACH, FLORIDA

Never mind the 11 World Titles. Never mind the 50-plus World Tour contest wins. Never mind that at 41, Kelly Slater is still the best competitive surfer in the world. Because, the most amazing thing to know about this Floridian is that he keeps getting better. Undisputed owner of more surfing records than any other man in the sport’s history, and scooping more every year, Kelly doesn’t know how to put his foot on the brake. This is a man with more trophies than he knows what to do with, and an intelligence that should’ve landed him in politics. When he’s not swinging the nose of his quad-fin Channel Islands over dry reef, he’s swinging his golf club over a cured green. Along with golf and generally ruling at life, has worked its way into Kelly’s list of hobbies – between competitions, Kelly’s either glued to a long-range forecast, boarding a flight, or landing in abroad to meet a swell. And it’s this spirit of adventure that’s kept him fresh. That, and the drive to keep up with the young guns. His frontside full-rotations in New York and at Bells Beach should still serve as clear reminders of that.

If you don’t know this man as the character Jimmy Slade on the TV show Baywatch, then perhaps you’ve heard his real name: Kelly Slater. Born February 11, 1972, Kelly is the greatest surfer of all time. He owns 11 ASP world surfing champions and more competitive world records than any other surfer in the sport’s history (for example, he’s the only surfer in the world to have clocked perfect 20-point heat totals on more than one occasion). This is a man with a competitive focus rivaled only by sportsman like Michael Jordan and Roger Federer. This is a man whose biggest inspiration is motivation to be the best. Few things drive Kelly like the will to win and the search for perfect waves. All of his time is dedicated to meeting swells head-on in the most far-flung regions of the world, or bettering his chances of winning the next ASP World Tour event. He’s won everything surfing has to offer, and now he’s happy just to challenge himself against the young guns. Which he succeeds at, time and time again.

PG 33

PRODUCT. BRAND DRIVER.

KELLY SLATER PORTRAIT 1.

MUST

BRAND

SCALLOPUSS AMPHIBIAN SHORT. PORTRAITS.

PG 34

WIN

KELLY SLATER PORTRAIT 2.

PRODUCT. BRAND DRIVER.

HERO COLOURWAY.

SUPPORT COLOURWAY.

SCALLOPUSS AMPHIBIAN SHORT. PRODUCT.

PG 35

PRODUCT. BRAND DRIVER.

MUST

BRAND

BRIGG SCALLOP BOARDSHORT. PRODUCT INFO.

PG 36

WIN

BRIGG SCALLOP BOARDSHORT.

CRAIG ANDERSON HERO PORTRAIT.

PRODUCT INFO

ATHLETE INFO

•

20” Outseam

•

Water repellent poly cotton spandex

CRAIG ANDERSON 25 YEARS OLD PROFESSIONAL SURFER MEREWETHER, AUSTRALIA

•

Short fly construction w/ gusset

•

Scallop hem

•

Single back pocket

•

Signature label branding

The Brigg Scallop Boardshort is all about old and new. With it’s 20” outseam, Scallop Hem, and Water Repellent Poly Cotton Spandex, it’s no surprise that the Brigg Scallop’s timeless flair makes for Craig Anderson’s Boardshort of choice.

PRODUCT. BRAND DRIVER.

ATHLETE BIO.

CORE APPROACH

MASS APPROACH

CRAIG ANDERSON. 25 YEARS OLD PROFESSIONAL SURFER MEREWETHER, AUSTRALIA

Looking at the cast of surfers Craig Anderson invited to appear in his recently-released profile film, Slow Dance, it’s easy to see where he draws his influences: The rawness of Matt Hoy, the power of Mark Occhilupo, the flow of Rob Machado, the creativity of Ozzie Wright, the new school of Dion Agius, the technicality of Chippa Wilson, and the all-round of Dane Reynolds. Craig is all of these things and more – he observes the classics as much as the progression rolls it all into a ball, and then puts his own spin on it.

At just 25 years old, Craig Anderson is widely acknowledged as the most stylish surfer of his era. Craig was born in South Africa on September 7, 1988 before his family relocated to Australia. The move came at an age young enough for Craig to lose his South-African accent, but what he found was that his love of surfing continued and grew. With a new canvas to write his signature on, Craig set to work developing a high performance game in his own unique style, on the variety of waves that the town of Newcastle had to offer.

Polished on the reefs and beach breaks of Newcastle, the juxtaposition of Craig’s breezy limb placement and radical aerial game soon caught the eye of filmmaker Kai Neville, who invited Craig on a trip to a skatepark righthand reef in Reunion Island. The session appeared in game-changing film Modern Collective, and after that, things started to change quickly. Fast-forward a few years and we find a charming vagrant who not only gets his kicks at the forefront of high progression, but also transcends time and trend, into a deeper realm of style than most ever reach.

Today, Craig is one of the most loved and eclectic surfers in the world. He’s surfed through Indonesia and India extensively, falling particularly in love with Sumbawa’s Desert Point, a long, barrelling left that suits Craig’s flowing lines like hand in glove. Craig also made a pilgrimage back to his homeland of Africa last year, where he surfed the world’s longest barrelling sand-bottom left, in Skeleton Bay, Namibia. The hypnotic footage appears in Craig’s just-released profile film, Slow Dance, a Marine Layer Production helmed by Dane Reynolds. The film is perfectly Craig: Understated, but with a distinct style, and surfing that speaks in volumes.

PG 37

PRODUCT. BRAND DRIVER.

CRAIG ANDERSON PORTRAIT 1.

MUST

BRAND

BRIGG SCALLOP BOARDSHORT. PORTRAITS.

PG 38

WIN

CRAIG ANDERSON PORTRAIT 2.

PRODUCT. BRAND DRIVER. HERO COLOURWAY.

MUST

BRAND

BRIGG SCALLOP BOARDSHORT. PRODUCT.

PG 39

WIN

SECONDARY COLOURWAY.

SUPPORT COLOURWAY.

PRODUCT. BRAND DRIVER.

MUST

BRAND

OG SCALLOP PRINT BOARDSHORT. PRODUCT INFO.

PG 40

WIN

OG SCALLOP PRINT BOARDSHORT.

OG SCALLOP PRINT SHORT.

KANOA IGARASHI HERO PORTRAIT.

PRODUCT INFO.

ATHLETE INFO.

•

19” Outseam

•

Water Repellent Poly Cotton Spandex

KANOA IGARASHI. 16 YEARS OLD PROFESSIONAL SURFER HUNTINGTON BEACH, CALIFORNIA

•

Short Fly Construction w/ Gusset

•

Scallop Hem

•

Single Back Pocket

•

Signature Label Branding

Inspired by Quiksilver’s iconic Warpaint print, the OG Scallop Print Boardshort had to be built on a foundation of water-repellent poly cotton spandex. Purely so that kids like Kanoa Igarashi could push it all summer.

PRODUCT. BRAND DRIVER.

ATHLETE BIO.

CORE APPROACH

MASS APPROACH

KANOA IGARASHI. 16 YEARS OLD PROFESSIONAL SURFER HUNTINGTON BEACH, CALIFORNIA

It’s rare to see Kanoa Igarashi without a smile on his face. On land, the kid burns around chasing waves, girls and kicks. That’s the Huntington Beach lifestyle, and it suits Kanoa well. Not only does he radiate positivity, but Kanoa’s also worldly for his age. He’s half-Japanese and bi-lingual, something he’ll be even more grateful for when he’s older (expect to see Kanoa tearing through Typhoon swells in the future). In the summertime Kanoa lives in the same pair of trunks for weeks on end, surfing till he can’t paddle or stand any more. Just as a 16-year-old with the world at his feet should.

It’s very rare to find a 16-year-old surfer with the ability of a man twice his age and the potential to keep evolving. But Kanoa Igarashi is one such young surfer. Born October 1, 1997 to Japanese parents, Kanoa’s no stranger to formidable contest finishes (often against his seniors) and is showing no signs of slowing. Raised in Huntington Beach, California, it’s rather fitting that Kanoa is bi-lingual on land, because he’s also bi-lingual in the ocean. He doesn’t just speak new school – his vocabulary also encompasses old-fashioned values, with surfing built on a powerful foundation.

In the water, the kid is really something. It’s not always the easiest transition for a young gun to grow with grace, but Kanoa’s having no problems. As his wingspan gets longer, his grabs get tighter and cleaner. As his legs get longer, his turns become stronger and more well-placed. Is a young Kelly Slater comparison too much? Watch Kanoa surf and you won’t think so. All the hunger, precision and skill is there. But most importantly, so is the potential. The best part is gonna be watching it realised over the next decade…

It’s been said that Kanoa shows shades of a young Kelly Slater. The compliment is well-given, and well worn. Kanoa is as grounded a young gun as you’ll likely come across, age and talent considered, and won’t be letting other people’s expectations affect him any time soon. Which all comes down to good attitude and a youthful innocence. Kanoa really only wants one thing – and that’s to surf.

PG 41

PRODUCT. BRAND DRIVER.

KANOA IGARASHI PORTRAIT 1.

MUST

BRAND

OG SCALLOP PRINT BOARDSHORT. PORTRAITS.

PG 42

WIN

KANOA IGARASHI PORTRAIT 2.

PRODUCT. BRAND DRIVER. HERO COLOURWAY.

MUST

BRAND

OG SCALLOP PRINT BOARDSHORT. FLAT LAY.

PG 43

WIN

SECONDARY COLOURWAY.

SUPPORT COLOURWAY.

PRODUCT SUPPORT.

PG 44

PRODUCT. SUPPORT.

MUST

SUPPORT WIN

TERMINOLOGY.

PRODUCT SUPPORT STORIES: IMPORTANT PRODUCT STORIES THAT WILL HAVE STRONG MARKETING SUPPORT IN MANY OUTLETS INCLUDING RETAIL MARKETING, INSTORE POP, DIGITAL SOCIAL.

PG 45

PRODUCT. SUPPORT.

MUST

SUPPORT

HALEIWA SANDAL. PRODUCT INFO.

PG 46

WIN

HALEIWA SANDAL. Rib texture, a two-tone strap and sandwich base construction take the Haleiwa Sandal way beyond flip flops. This is a summer vacation for your feet. PRODUCT INFO. • Rib Texture • 2 Tone strap • Sandwich construction base • Debossed Quiksilver word and logo

PRODUCT. SUPPORT.

KELLY SLATER PORTRAITS.

MUST

SUPPORT

HALEIWA SANDAL. ASSET SNAPSHOT.

PG 47

WIN

PRODUCT DETAILS.

KEY STYLE / COLOURWAYS.

ADVERTISING. PRINT & DIGITAL

PG 48

PRINT. COMP ARCHITECTURE.

SINGLE PAGE ATHLETE.

LEAD COMP ARCHITECTURE.

PG 49

TRANSLATION COMP ARCHITECTURE. INCLUDE LOCAL TRANSLATION UNDER LOCK UP. USE QUIKSILVER WORDMARK TO BOOKEND THE LOCK UP.

5% BLACK BACKGROUND WHO, WHAT, WHERE

DA N E R EY N O L DS 28 Y E A R S O L D P RO F ESS I O N A L S U R F E R, V E N T U RA , CA L I FO R N I A

FIRST & LAST NAME XX YEARS OLD OCCUPATION / SURFER CITY, COUNTRY * BLACK OR WHITE TEXT ONLY

COLOUR HERO IMAGE BRAND DRIVER PRODUCT DANE BOARDSHORT

LOCK UP. TAKES ONE TO KNOW ONE * BLACK TEXT ONLY PRODUCT INFO QUIKSILVER.COM

TAKES ONE TO KNOW ONE DAN E BOAR DS H ORT Q U IKS ILV ER.COM

TAKES ONE TO KNOW ONE DA NE BOA RDSHO RT QUIKSILVER.CO M

PRINT. COMP ARCHITECTURE.

COMP ARCHITECTURE. DOUBLE PAGE.

PG 50

BLACK OR WHITE TEXT ONLY

DAN E R EY N O L DS 28 Y E A R S O L D PRO F ESS I O N A L S U R F E R, V E N TU RA , CA L I FO R N I A

TAKES ONE TO KNOW ONE DAN E BOAR DS H ORT Q U IKS ILV ER.COM

5% BLACK BACKGROUND BLACK TEXT ONLY WHO, WHAT, WHERE FIRST & LAST NAME XX YEARS OLD OCCUPATION / SURFER CITY, COUNTRY

LOCK UP. TAKES ONE TO KNOW ONE

COLOUR HERO IMAGE BRAND DRIVER PRODUCT DANE BOARDSHORT

PRODUCT INFO QUIKSILVER.COM

PRINT. COMP ARCHITECTURE.

TRANSLATION COMP ARCHITECTURE. DOUBLE PAGE.

PG 51

BLACK OR WHITE TEXT ONLY

DAN E R EY N O L DS 28 Y E A R S O L D PRO F ESS I O N A L S U R F E R, V E N TU RA , CA L I FO R N I A

TAKES ONE TO KNOW ONE

5% BLACK BACKGROUND BLACK TEXT ONLY WHO, WHAT, WHERE FIRST & LAST NAME XX YEARS OLD OCCUPATION / SURFER CITY, COUNTRY

LOCK UP. TAKES ONE TO KNOW ONE USE QUIKSILVER WORDMARK IN THE LOCK UP.

INCLUDE LOCAL TRANSLATION UNDER LOCK UP.

COLOUR HERO IMAGE BRAND DRIVER PRODUCT DANE BOARDSHORT

DAN E BOAR DS H ORT Q U IKS ILV ER.COM

PRODUCT INFO QUIKSILVER.COM

PRINT. COMP ARCHITECTURE.

COMP ARCHITECTURE. BACK COVER.

PG 52

BRAND DRIVER PRODUCT DANE BOARDSHORT

LOCK UP. TAKES ONE TO KNOW ONE

PRODUCT INFO QUIKSILVER.COM

BLACK TEXT ONLY

EVERYTHING YOU NEED TO KNOW DANE BOARDSHORT Q UIKSILVER.COM

VIDEO. WEBISODES.

PG 53

DIGITAL. CAMPAIGN.

Profile video webisodes. A series of webisode clips will be produced that profile our athletes in a ‘Takes one to know one’ context. A view into life and what gets them stoked on a daily basis. LOCALISED TRANSLATIONS The scripts for all films will be provided in English for regions to translate if required.

Profile

KANOA IGARASHI & LEONARDO FIARAVANTI

DELIVERY: DEC 13.

Profile

KELLY SLATER

DELIVERY: JAN 14.

DANE REYNOLDS

DELIVERY: FEB 14.

ADVERTISING. BRAND DRIVER PRINT & DIGITAL. CORE AUDIENCE.

PG 54

MUST

PRINT. BRAND CORE EXECUTIONS. WIN

CREATIVE COMPS. DANE BOARDSHORT.

SINGLE PAGES.

PG 55

DOUBLE PAGE.

DA NE R EY N O L DS 28 Y EAR S O LD P ROFESS IO NA L S U R F E R, V EN TURA , CA L IFO R NIA

DAN E R EY N OL DS 28 Y E A R S OL D P ROF ESS ION A L S U R F E R, VE N T U RA , CA L IFOR N IA

TAKES ONE TO KNOW ONE DA N E BOARDSHORT QUI KS ILV ER.COM

EVERYTHING YOU NEED TO KNOW DA N E BOA R DS H O RT Q U I KS I LV E R.CO M

TAKES ONE TO KNOW ONE DA N E BOA RDS H O RT Q U I KS I LVE R.CO M

3RD PARTY WEB BANNERS. (PAID ADVERTISING)

BRAND WIN

MUST WIN DANE BOARDSHORT

LEADERBOARD - 728 X 90

SKYSCRAPPER - 60 X 600

ISLAND - 300 X 250 THE DANE BOARDSHORT

MUST

THE DANE BOARDSHORT

DIGITAL. CAMPAIGN.

PG 56

MUST

PRINT. BRAND CORE EXECUTIONS. WIN

CREATIVE COMPS. BRIGG SCALLOP BOARDSHORT.

SINGLE PAGES.

PG 57

DOUBLE PAGE.

CRAI G A N D E R SO N 25 YEA RS O LD P RO FESS I O N A L S U RFER M ER EW ET H ER, AU ST RA LI A

C RAI G AND ER SON 25 YE AR S O L D PRO F ESSI O NAL SUR F E R M E R EWE T HE R, AUST RAL I A

TAKES ONE TO KNOW ONE BRIGG SCALLO P BOARDSHO RT QUIKSILVER.CO M

EVERYTHING YOU NEED TO KNOW THE BRIGG BOARDSHORT QU IKSILVER.COM

TAKES ONE TO KNOW ONE BRIG G SCALLO P BOARDSHO RT Q UIKSILVER.CO M

3RD PARTY WEB BANNERS. (PAID ADVERTISING) MUST WIN THE BRIGG BOARDSHORT

MUST

BRAND WIN

LEADERBOARD - 728 X 90

SKYSCRAPPER - 60 X 600

ISLAND - 300 X 250 THE BRIGG BOARDSHORT

THE BRIGG BOARDSHORT

DIGITAL. CAMPAIGN.

PG 58

MUST

PRINT. BRAND CORE EXECUTIONS. WIN

CREATIVE COMPS. OG SCALLOP PRINT BOARDSHORT.

SINGLE PAGES.

PG 59

DOUBLE PAGE.

K A N OA IGA RAS HI. 1 6 Y E A RS O LD P RO F ESSIO N AL SUR F ER H U N T I N GTO N B EACH , CALIFO R N IA

KANOA IGARASHI. 16 YE A RS OLD PROFESS IONA L S U RFE R HU NTINGTON BE ACH, CA LIFORNIA

TAKES ONE TO KNOW ONE O G SCAL LO P PR I N T BOA R DSH ORT Q U I KS I LV E R.COM

EVERYTHING YOU NEED TO KNOW T H E O G SCA L LO P P R I N T BOA RDSH O RT Q U I KSI LVE R.CO M

TAKES ONE TO KNOW ONE O G SCA LLO P P R I N T BOA R DS H O RT QUI KS I LVE R.CO M

3RD PARTY WEB BANNERS. (PAID ADVERTISING)

MUST

BRAND WIN

MUST WIN THE OG SCALLOP PRINT BOARDSHORT

LEADERBOARD - 728 X 90

SKYSCRAPPER - 60 X 600

ISLAND - 300 X 250 THE OG SCALLOP PRINT BOARDSHORT

THE OG SCALLOP PRINT BOARDSHORT

DIGITAL. CAMPAIGN.

PG 60

ADVERTISING. BRAND DRIVER PRINT & DIGITAL. MASS AUDIENCE.

PG 61

MUST

PRINT. BRAND MASS EXECUTIONS. WIN

CREATIVE COMPS. DANE BOARDSHORT & SCALLOPUSS AMPHIBIAN SHORT.

PG 62

NOTE: Mass print executions are single page only. SINGLE PAGE.

SINGLE PAGE.

DANE R EY NOL DS 28 Y E AR S O L D PRO FESS I O NAL S UR FE R, VE NTURA, CAL I FO R NI A

KE LLY SLAT E R 41 Y E A R S OLD P ROF ESSIONA L SU R F E R COCOA BE ACH, F LOR IDA

TAKES ONE TO KNOW ONE DAN E BOAR DSH O RT QU IKSILV E R.CO M

TAKES ONE TO KNOW ONE SCA LLO PUSS AMP HI BI AN S HORT QUI KS I LVE R.COM

3RD PARTY WEB BANNERS. (PAID ADVERTISING) MUST WIN SCALLOPUSS AMPHIBIAN SHORT

LEADERBOARD - 728 X 90

SKYSCRAPPER - 60 X 600

ISLAND - 300 X 250 THE DANE BOARDSHORT

THE SCALLOPUSS AMPHIBIAN SHORT

MUST

BRAND WIN

DIGITAL. CAMPAIGN.

PG 63

ADVERTISING. PRODUCT SUPPORT. DIGITAL ONLY

PG 64

3RD PARTY WEB BANNERS. (PAID ADVERTISING) SUPPORT THE HALIEWA SANDAL

LEADERBOARD - 728 X 90

SKYSCRAPPER - 60 X 600

ISLAND - 300 X 250

MUST

SUPPORT WIN

DIGITAL. CAMPAIGN.

PG 65

DIGITAL.

PG 66

SEASON 01 DIGITAL STRATEGY

CORPORATE OBJECTIVES

PG 67

MARKETING OBJECTIVES

STRENGTHEN OUR BRANDS

1. BE FOCUSED

GROW SALES

2. BE EPIC

DRIVE OPERATIONAL EFFICIENCIES

3. BE CONSISTENT 4. BE SMART

SEASON 01 DIGITAL STRATEGY DEFINING A PROCESS

In 2013 we began to scratch the surface of globally aligning efforts in digital and saw immediate success. Itâ&#x20AC;&#x2122;s time to finish the job and align 100% of all digital brand, product, and campaign initiatives in all regions globally across all channels and distribution points.

For 2014, in an effort to standardize and streamline our efforts across regions to rally around a singular campaign message, our ongoing approach to digital will operate within 4 core stages and work in a circular, continuous motion:

PG 68

SEASON 01 DIGITAL

PG 69

STRATEGY - OVERVIEW 1. PLANNING

2. CREATION

Analysis and identification of the project and/or campaign.

Focus around the campaign build.

• Establish initial aims and expected returns • Understand background of present positioning and perception

• Planning of campaign elements

• Target the audience

• Creating KPIs per channel and estimating expected return per channel

• Target audience locations

• Design/build of project elements • Planning and establishing timelines, communication flows and expectations

3. EXECUTION

4. EVALUATION

Delivery of the campaign.

Improve the effectiveness of future campaigns and strategies by becoming a key building block in planning them.

• Implementing the engagement timeline • Engaging w/ the audience

• Evaluating KPIs and fiscal achievement

• Sample progress throughout the campaign and optimizing the campaign message as we go

• Review engagement and longer term benefits

• Recording of data for immediate and post-project evaluation

• Take in considerations to work toward stronger future campaigns • Scoring the strategy and benefits gained

SEASON 01 DIGITAL

PG 70

CAMPAIGN OBJECTIVES

5 WAYS WE WILL COMMUNICATE TAKES ONE TO KNOW ONE 1. Communicate a single idea translated across all digital channels and distribution points. 2. Clearly allow people to ‘get’ Takes One To Know One GLOBALLY:

Consumer: I want to talk to someone who knows Retail floor staff: ‘I am an expert - In the know’ Internal + Literal: We understand because we are you Accurate translations of campaign messaging in all regions Global consistency in creative and messaging

3. Gain ground in social through global consolidation and unified messaging/creative 4. Include all athletes and ambassadors to integrate and engage 5. Understand what our audience are interested in and where they are located then work back from there

SEASON 01 DIGITAL

PG 71

CAMPAIGN OBJECTIVES OWNED MEDIA HOW WILL TAKES ONE TO KNOW ONEPLAY IN THIS SPACE? QUIKSILVER.COM

QUIKSILVER BLOG

MOBILE

Goals:

• Globally aligned content/assets

• Consolidate to singular global blog

• “Everything You Need To Know” tie-in

• Campaign messaging/tech marketing injected at PDP level (“Everything You Need To Know”)

• Content-centric

• Redesign/simplify native app

• Dynamic global nav

• Localized e-commerce

• Consistency in messaging/ creative/ copy/calls to action in all regions

• Regional content strategy

• Push notifications w/ deals

• Consistent inbound links/SEO benefit

• Tablet version

• Product copy standardized • Accurate data reporting

• Language selector • Contributor network • Employee posts (ex. Top 10 lists of “Everything You Need To Know”) • Social integration • Mobile responsive

SOCIAL MEDIA.

PG 72

SEASON 01 DIGITAL SOCIAL MEDIA*

CURRENT CHALLENGES

• Overall de-centralized brand strategy in social has led to inconsistent messaging and audience segmentation across channels. • Engagement is limited due to inefficient global workflow and publishing strategy, especially in untapped markets such as Latin America. • Accountability varies based on global brand initiatives and regional stakeholders. • Community building is uneven, leading to lower fan conversation and conversion.

*Complete strategy will be addressed in forthcoming global social plan.

PG 73

SEASON 01 DIGITAL

PG 74

SOCIAL MEDIA OBJECTIVES:

1. Simplify message and gain brand awareness & exposure • Consolidate network: Global accounts, URLs, messaging, branding, design, imagery • Integrate athletes and influencers • 80/20 rule: Inspire our customer 80%, manipulate 20%

3. Social Customer Service • Provide users with a direct social customer service outlet in social, for example Twitter account open during normal business hours • Dedicated CS Manager • Integrate listening tool – Monitor email, FB, Twitter, etc • Brand voice doc needed for global regions

2. Foster engagement

4. Gain impression from competitors

• Golden rule: “Say it out loud before posting to Social”

• Facebook sponsored stories

• Integrate tools for publishing & analytics

• Promoted tweets (allows geo-targeting)

• Leverage paid media

• Focus on Athletes/Team managers to help generate exclusive content: video/imagery/content/blog from events or trips. Activate team manager while they’re out w/ athletes for content (eg What Youth)

• Create Brand Voice document in social (ex. what does age 16 sound like) • Create guidelines for Country/Region, Team Riders, & Retail

• Utilize competitor hashtags to participate in conversation (ex #HurleyPro) • Re-post photos via instagram or Twitter from Athletes or Team Mgrs • Athletes tag Quiksilver in social

SEASON 01 DIGITAL SOCIAL MEDIA

HOW WILL WE USE BRAND ADVOCATES Includes Athletes, photogs, brand ambassadors.. Goals include: • Mutually increase social reach by tagging each other in social posts. • Athletes posting on social channels and engaging audiences frequently, while mentioning @ quiksilver, both with original content and content we provide: Facebook: 1-3x per day, Twitter: 3-5x per day, Instagram: 2-4x per day • Guest ‘Everything You Need To Know’ bloggers on quiksilver.com every month. Each author should choose a topic that can last at least a season, ex: Kelly Slater travel blogs start with “Taking Time to Know Mexico”, creating a series of exclusive posts that tie in product. • Athletes should announce new product relevant to them, explaining collaboration, giving a one of a kind perspective, & showing use in natural settings and/or revealing new releases. • Complete social toolkits to be provided: Athlete/Regional/Event/Local Market

PG 75

SEASON 01 DIGITAL SOCIAL MEDIA + PRODUCT

KNOWLEDGE SEEDING Seed product based on our four core Marketing Objectives: FOCUSED: Reward our loyal social followers and influencers by giving them insight to be the first to know when our top tier products launch, aka #FIRST2KNOW. As well as divulging #EVERYTHINGYOUNEED2KNOW about the product. EPIC: Place boardshorts (ecomm vouchers) at destinations our photos are shot in, in the description give away location of boardshort. Plot all the destinations and photos on a map showing the 1000â&#x20AC;&#x2122;s people who won by visiting the epic locations in our photos. CONSISTENT: Integrate social listening tools to recognize our most valued followers. Seed product to these brand ambassadors and invite them to post reviews, unboxing video, photo of product #TAKESONE2KNOWONE to be included in future product seeding. SMART: Establish a quick and direct line of communication from social to product designers. Ex: If a fan asks, is there a wax pocket on the Reynolds boardshort? The answer will contain not only a yes, but the exact specifications and design justifications for the purpose.

PG 76

INSTAGRAM. STRATEGY.

PG 77

DIGITAL. SOCIAL MEDIA.

SOCIAL ASSETS AND SEQUENCING

‘Hello, Mexico. The new Dane Boardshort is born of tacos and sand-bottom points. This is summer in a surf short.”

Facebook and Twitter assets, including those outlined in this document, will be provided to each region in tandem with the overall S1 digital content activation calendar, which will also contain suggested copy and calls to action. It will be the responsibility of the community/brand managers in each region to accurately interpret the campaign messaging into local language in order to drive the campaign home in each local market while aligning with the provided calendar/timeline. All social media channels including Facebook*, Instagram, Pinterest, Tumblr, YouTube, Vine, Vimeo, and Google+ are considered global and will be updated according to the activation calendar by the global team. Only only one Quiksilver presence in each space will be acceptable. Any additional regional accounts created will be removed. We will continue to support regional accounts on Twitter until geo-targeting is possible. *All existing Facebook pages will be merged into one single global account with regional sub-accounts prior to the EU/US launch of S1. Regional posts will be geo-targeted to each location as it applies from the global page.

“Hola Mexico ! Le Boardshort Dane Reynolds est a l’origine. C’est l’été en boardshort.”

INSTAGRAM. STRATEGY.

DIGITAL. SOCIAL MEDIA.

INSTAGRAM Goals:

• Average 50,000 ‘likes’ per photo by end of season 1, 2014 • 500,000 followers by end of Season 3-4, 2014 We will: • Continue with only one @quiksilver account: This strategy has so far strengthened our insights, social proof and reach. If you see any other Quiksilver accounts please report them to your regions Digital Marketing Manager. • Share photos & video that inspire: We’ll make sure we share images that inspire a broad audience and even those that don’t participate in surf, skate or snow lifestyles. • Roll out advertising in the US Through our highest quality imagery and video clips we will initiate a small advertising campaign with the goal to advocate must-win styles and increase reach/followers. Content will be a blend of key imagery and product. • Have meaningful and genuine interactions: Interact with our Instagram audience by inviting them to join our conversation in a youthful and inspiring way. • Have fun and inspire others to do the same: Instagram is the best way to quickly share photographs with others and inspire them to join our lifestyle. So let’s show them just how rad lifestyle is with powerful surf and snow imagery, great product shots with a sense of style that reflects the brand.

PG 78

INSTAGRAM. STRATEGY.

DIGITAL. SOCIAL MEDIA.

PG 79

WE WON’T. • Upload photos or videos taken with a phone: we’ll only use high quality professional quality photos. • Upload photos or videos with pillar or letter boxing: we’ve studied engagement rates and have realised that perfectly cropped media has a higher engagement rate. • Spam: Instagram is a place where we can subtly push images of Quiksilver products in our own unique way, but when you engage in self-promotional behaviour of any kind on Instagram it annoys users and makes them un-follow you. This includes repetitive comments, discount codes, “buy now” type messages, local endemic events, etc. Instagram should be a tool we use to educate people of our history and lifestyle not a sales pitch.

INSTAGRAM. STRATEGY.

DIGITAL. SOCIAL MEDIA.

PG 80

WE WON’T continued • Don’t post photos that will not resonate with the general public: Photos of company parties, random office humour, team riders sitting around an apartment, etc. should not be posted. It’s best to avoid posting ‘insider’ type images as the general public isn’t interested nor can they relate. A beautiful empty wave shot will inspire consumers more than a couple of team riders sitting on a couch any day. • Don’t share a photo just because we took it: Unfortunately, we aren’t all photographers and even professional photogs take crappy pics…so just because we capture a moment in time doesn’t mean we’ll share it. We’ll heavily critique all photos before posting. We’ll filter by asking ourselves, ‘if I were to see this image in the feed would I be stoked?’

FACEBOOK. STRATEGY.

DIGITAL. SOCIAL MEDIA.

FACEBOOK Goals:

• Average average a 2.5% virality rate by end of season 1, 2014 • 5,000,000 followers by end of season 1, 2014 We will: • Merge all Quiksilver accounts into one: Having all facebook pages sitting under one /Quiksilver account will strengthen our insights, social proof and targeted reach. Local pages can sit within page if country has the resources and / or language translation requirements to repost all Global content. • Share photos, videos and stories that awaken the spirit of Quiksilver: The more original content we can create the better our FB presence will be. Our goal should be to constantly share images, videos and stories that we produce with the end result of inspiring individuals to join our lifestyle • Build out our FB Timeline: The timeline feature on FB is the perfect place to share Quiksilver’s heritage (we need to license some classic images dating back to 1969 for this purpose) • Be entertaining, informative, and provide utility: Our communication will make a fan feel good about themselves and above all be fun.

PG 81

FACEBOOK. CONTENT & COPY.

DIGITAL. SOCIAL MEDIA.

PG 82

We will continued • Be real: Give the brand a human voice/personality and speak to our fans in a tone that is endemic and on-brand. • Orchestrate Participation: Ask will they ‘care’ will they ‘share’ before posting • Exclusive content for fans: Behind the scenes photos from an event, give-aways, exclusive video, downloads, etc. Link back to the blog or quiksilver.com. • Invite fans to share personal stories: Ask our fans to show us their best surf/skate/snow photos and stories and we comment back. We then repost the best ones. • Athlete involvement: Have athlete’s interact with “likes” and comments (Kelly, Tony and Travis). Have an athlete ‘take over’ our page for a day. • Competitions/Give-aways: Hosting contests/give-aways and rewarding winners with product is a proven way to increase followers • Scavenger hunts: Have reps and athletes hide Quik product in their region and give followers photo/comment clues to find the goods • Get personal: When someone asks a question or makes a great comment regarding a post we should comment back invoking conversation addressing individuals

FACEBOOK. CONTENT & COPY.

DIGITAL. SOCIAL MEDIA.

WE WON’T. • Spam: FB is a place where we can share images, videos and stories that encourage the Quiksilver lifestyle but we need to be sensitive to how we encourage people to buy products. We should encourage people to join our lifestyle and by doing so drop subtle suggestions of what products to purchase.

PG 83

FACEBOOK. HOME PAGE BANNER.

BRAND DRIVER

FACEBOOK. HOME PAGE BANNER. 851 pixels X 315 pixels.

MUST

BRAND WIN

DIGITAL. SOCIAL MEDIA.

PG 84

TWITTER. STRATEGY.

DIGITAL. SOCIAL MEDIA.

TWITTER We will • Maintain one single global @Quiksilver account. • Local content: Shared with country in square brackets (eg: [Australia] ) • Until we can geo-target tweets: Keep small country accounts w/ active communities in native languages (Japan, Brazil, etc). • Help support global campaigns, events, riders, product. • Promote small local accounts using local heroes: ex. Tiago Pires w/ Portugal

We won’t • Remove unofficial/unused accounts • Remove retail store accounts • Merging/transfer followers of larger accounts (US/AU/EU): via repeated tweets “follow us @quiksilver”

PG 85

SEASON 01 MEDIA PLAN MAINSTREAM SOCIAL: OBJECTIVES ADVERTISING OBJECTIVE: Globally driven content with targeted spends which will increase reach, product awareness, and penetration of QS social channels. Because these goals are highly aggressive, support from media budget is critical.

YOUTUBE.COM: Global will back targeted ad buys for youtube. com, to help drive seasonal video assets.

FACEBOOK: Globally promote post in newsfeed for top content posts (video, interesting stories, product info, give-aways) to engage with users and add more fans. One promoted post per week

TWITTER: Globally promoted tweets and accounts (athletes) around key product and athlete content to increase reach, athlete and product awareness, and followers.

PG 86

QUIKSILVER.COM ASSETS PACKAGE BRAND DRIVER

PG 87

HOMEPAGE BANNERS. BRAND DRIVER DANE BOARDSHORT

QUIKSILVER.COM. HOME PAGE BANNER. 1782 pixels X 480 pixels.

QUIKSILVER.COM. HOME PAGE TILE. 318 pixels X 153 pixels.

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 88

EDM. BRAND FOCUS. BRAND DRIVER DANE BOARDSHORT

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 89

HOMEPAGE BANNERS. BRAND DRIVER SCALLOPUSS AMPHIBIAN SHORT

QUIKSILVER.COM. HOME PAGE BANNER. 1782 pixels X 480 pixels.

QUIKSILVER.COM. HOME PAGE TILE. 318 pixels X 153 pixels.

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 90

EDM. BRAND FOCUS. BRAND DRIVER SCALLOPUSS AMPHIBIAN SHORT

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 91

HOMEPAGE BANNERS. BRAND DRIVER THE OG SCALLOP PRINT BOARDSHORT

QUIKSILVER.COM. HOME PAGE BANNER. 1782 pixels X 480 pixels.

QUIKSILVER.COM. HOME PAGE BANNER. 318 pixels X 153 pixels.

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 92

EDM. BRAND FOCUS. BRAND DRIVER THE OG SCALLOP PRINT BOARDSHORT

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 93

HOMEPAGE BANNERS. BRAND DRIVER THE BRIGG SCALLOP BOARDSHORT

QUIKSILVER.COM. HOME PAGE BANNER. 1782 pixels X 480 pixels.

QUIKSILVER.COM. HOME PAGE BANNER. 318 pixels X 153 pixels.

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 94

EDM. BRAND FOCUS. BRAND DRIVER THE BRIGG SCALLOP BOARDSHORT

MUST

BRAND WIN

DIGITAL. QUIKSILVER.COM

PG 95

QUIKSILVER.COM ASSETS PACKAGE PRODUCT SUPPORT

PG 96

HOMEPAGE BANNERS. PRODUCT SUPPORT THE HALIEWA SANDAL

QUIKSILVER.COM. HOME PAGE BANNER. 1782 pixels X 480 pixels.

QUIKSILVER.COM. HOME PAGE BANNER. 318 pixels X 153 pixels.

MUST

SUPPORT WIN

DIGITAL. QUIKSILVER.COM

PG 97

EDM. BRAND FOCUS. PRODUCT SUPPORT THE HALIEWA SANDAL

MUST

SUPPORT WIN

DIGITAL. QUIKSILVER.COM

PG 98

QUIKSILVER.COM FUNCTIONAL ASSETS

PG 99

SHOP LANDING PAGES.

PG 100

DIGITAL. QUIKSILVER.COM

QUIKSILVER.COM. SHOP WAYFINDER PAGES. 393 pixel X 299 pixels

SHOP LATEST >

SHOP JACKETS >

SHOP SANDALS >

SHOP PANTS >

SHOP BOARDSHORTS >

SHOP LATEST >

SHOP BOARDSHORTS >

SHOP LATEST >

SHOP BOARDSHORTS >

SHOP TEES >

SHOP FLEECE >

SHOP FOOTWEAR >

PRODUCT CATEGORY HEADERS.

PG 101

DIGITAL. QUIKSILVER.COM

QUIKSILVER.COM. PRODUCT CATEGORY HEADERS. 790 pixel X 180 pixels

DA N E REY N O LDS 28 Y E A R S OLD P ROF ESSIONA L SU R F E R, VE NT U RA , CA LIFOR NIA

C RA I G A N D E R SO N 25 Y E A R S O L D P RO F ESS I O N A L S U R F E R M E R EW E T H E R, AU ST RA L I A T H E B R I G G BOA R DS H O RT

BLOG. CONTENT & COPY.

MUST

BRAND

DIGITAL. QUIKSILVER.COM

WIN

DANE REYNOLDS 2 X BLOG POSTS 300-500 WORDS 1.

Dane Reynolds is not afraid of a challenge. Regarded by many as the world’s best freesurfer, the Venturan’s passions don’t end at the shoreline. 2013 was the year when Dane became not only a pusher of surfing’s progressive boundaries, but also a visionary surf director. Slow Dance, the Craig Anderson profile film, was Dane’s first full-length feature, and was met with deafening applause. Smooth transitions were chased by ruthlessly chosen clips and the most considered angles, then warped to the sometimes-shuffling, always-vibing sounds that give Marine Layer Productions its soul. Dane cuts clips the same way he changes direction on a wave: erratically, but always with purpose and a grander scheme in mind, like he knows something that no one else does. Which he probably does.

Dane Reynolds’ goals in surfing are simple: To experience new things, and be the best he can be. So, it should be no surprise that the Reynolds Boardshort is an experience in itself, and is the best that it can be. Whether he’s riding a challenging freeform handshape in knee-high slop, or whipping his DFR model down a speeding pointbreak, Dane always pushes his personal limits and harmonizes old and new in the process. Just as Dane’s surfing blends the sport’s soulful past with its progressive future, his signature boardshort blends classic style with technical innovation. “He likes to perform and that’s the beauty of Dane,” Kelly Slater said of the Venturan. “It’s not his contest results, it’s the beauty of his expression.” In every way, Dane’s signature boardshorts embody Kelly’s thoughts about the man himself. This is a boardshort you can perform in. The beauty of them is in the expression. This is a boardshort that’s environmentally-friendly, aesthetically-pleasing and ready for action. It’s an extension of Dane’s tastes – refined but progressive, and begging to be pushed. The Traceable Recycled Poly Cotton Spandex Diamond Dobby allows for maximum movement. The 18” outseam and scallop hem nod to surfing’s earliest design lines. And Dane’s hand-drawn patch and overall signature style makes a statement: This boardshort doesn’t like boundaries.

After unchaining himself from the editing desk (where he was dug in for two months flat), Dane felt that it was time to head down to Mexico. What he found was a warm blend of fresh tacos, smiling sun, cold beer and sandy-bottomed points. All the things that make Mexico great. The winding right-handers that seem to dot every new headland were the perfect elixir, bringing Dane back to life and washing away the grime of the director’s chair. Where else could be better to feel out your board and draw some long lines than a swirling Mexican pointbreak? And, the Dane Boardshort captures all those things. This is the feel-good hit of the summer. It enjoys all the premium design you’ve come to expect from Quiksilver Boardshorts, like Traceable Recycled Poly Cotton Spandex Diamond Dobby, and an 18” outseam and scallop hem. Classic heritage, elevated by cutting-edge tech. When the world’s most high-performance surfing happens, it happens in this boardshort. Simple as that. But, the Dane Boardshort is also sprinkled with Dane’s own flourishes, like his hand-drawn art patch and signature style. If the Reynolds Boardshort can teach us anything, it’s that you don’t have to leave your style on the sand.

The Dane Boardshort is built to endure Mexico, Hawaii, Indonesia and Australia in equal measure. And that’s just in the water. These trunks bring more to the table than surf-friendly wearability. They’re as comfortable on metropolitan sidewalks or in boutique bars as they are in sweaty tropical barrels. Plus, they’re a little slice of Dane’s sartorial mind. He digs only the most considered realm of design and the Dane Boardshorts are no exception. It’s not art deco. It’s not abstract. It’s not even pop art. It’s just Dane Reynolds.

PG 102

BLOG. CONTENT & COPY.

MUST

BRAND

DIGITAL. QUIKSILVER.COM

WIN

KELLY SLATER 2 X BLOG POSTS 300-500 WORDS 1.

Here’s a story that perfectly captures the essence of Kelly Slater’s thirst for tropical adventure. During his in-depth analysis of swell and weather forecasts late one evening (this is an ongoing part of Kelly’s life), the Floridian came across a combination of elements that he believed would turn on a reef pass he knew of in a far flung location (other mortals find it impossible to fathom Kelly’s deep knowledge of the world’s best hidden surf spots, and what is required for them to ignite). Kelly has the process of packing down to a fine art and can be ready to jump a flight at a moment’s notice. Versatility in his equipment has become key, and simplicity is where he lives. So, he organised a photographer and some close buddies to meet him there. Which was easier said than done. The journey to Kelly’s spot entailed five thousand dollars (each person) for three flights, followed by a private plane that Kelly himself had chartered, which then landed on an island’s coral airstrip and was met by boat Skipper Martin Daly and his famous Indies Trader vessel. The island Kelly had landed on was deep in Micronesia, and the wave he was hoping for was a crystal-clear righthand reef barrel. He landed with little more than the pair of Scallopuss Amphibian shorts and Haleiwa sandals he was wearing, some surf equipment and a bubbling readiness. His calculations had been completely right, the forecast had delivered, and the wave was on. Kelly then proceeded to get what he’d later describe as one of the best barrels of his life. Think about that for a moment. Think about all the barrels Kelly Slater has ridden in his lifetime, at all the best barrel spots this world has to offer. And then reconsider that on this day in Micronesia, he scored one of the best ever. Because when it all boils down, sacrificing time, money and effort can all be worth just one perfect barrel. Especially if your friends are their to see it.

Kelly Slater is a cosmic force when it comes to competitive surfing. This we know. Just for a moment, let’s please recall the freakshow that was his finals day performance at the Fiji World Tour event this year. Kelly entered a mythical sporting zone of invincibility. It served as a reminder that while he dominates in a wetsuit, Kelly’s best work still happens in shorts. Usually 20” with a scallop hem, in case you’re wondering. Kelly’s comfort in Fiji comes down to a number of things. Kelly has a deep love for Fiji and its people – he’s been going there for so long that he has many close Fijian friends, and has done a lot of charity work for the people there. He leaves a ski on the island for his frequent returns to Cloudbreak, and could even be spotted on the webcast this year in the kitchen, serving food with the lunch ladies. So relaxed was Kelly on the morning of the final, that on his way into the Cloudbreak lineup, he spotted the local chief’s son, Aca Lalabalavu, taking off on a set. Kelly spun his ski and rode with the wave, filming Aca with his GoPro from the shoulder. Not long after his camera work, Kelly paddled into the lineup and scored a perfect 20-point heat total. From there, he built to the final and scooped the biggest trophy like he was always going to.

PG 103

BLOG. CONTENT & COPY.

MUST

BRAND

DIGITAL. QUIKSILVER.COM

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CRAIG ANDERSON 2 X BLOG POSTS 300-500 WORDS 1.

Slow Dance, Craig Anderson’s first profile film, was a foray into the world that one of surfing’s most eclectic men lives in. He adores mixing old and new, and knows how to contemporize things that should never be forgotten. It should be no surprise then, that in the opening section of Slow Dance, there’s a fistful of waves on which Craig rides a 6’5” red single fin. Filmed at Teahupoo in Tahiti and Pipeline in Hawaii, it’s a side of Craig we haven’t seen a whole lot of – a braver, more daring side, but still with all the soul you’d expect from this man. And don’t be surprised if a shade of Gerry Lopez crosses your mind. “While he didn’t get the wave of the winter, it’s still pretty gnarly to have nearly zero experience out there and catch a few waves off second reef on a 6’5” single fin,” said Dane Reynolds of his film subject’s Pipeline bombs. “In my opinion, at least.”

Namibia, the skeleton coast: Splitting between the jackals on land and the ever-present specters of sharks in the dark water (with a few too many seals around), This the world’s longest barrelling lefthander. One of the waves Craig Anderson rides there in his profile film, Slow Dance, is arguably the best ever captured on film. It’s this one particular wave that even syphons a rare claim from the ever-refined goofyfooter, if you could call it that – even then, it’s more a moment of disbelief than anything else. “I’d always wanted to go there,” Craig says of Namibia. “That one day was pretty special. I went to Namibia thinking I knew what it looked like. I’d painted a mental picture but got there and it was totally different. The best waves I’d ever surfed and ever seen, f’sure. I’m really thankful that I managed to get a couple that day. It was really cool.”

“Those Pipe waves at the start of Slow Dance, and the Tahiti barrels, after shooting those, that’s all I want to do,” says Craig. “Surf bigger barrels on a single fin. There’s something about the long, drawn out lines…” There’s something about them indeed. Craig’s Boardshort of choice for summer, the Brigg Scallop, appeals to Craig’s aesthetic eye for a similar reason. The long striped lines with sprinklings of subtle style suit his rhythm perfectly. Craig loves a scallop hem for its deep roots in surf trunk heritage, but he also embraces new materials like Water Repellent Poly Cotton Spandex. Subtle signature branding ticks another box for Craig, as does the simplicity of a single back pocket. He’s been putting the Brigg through vigorous testing, sticking to his word and chasing as many big barrels as he can stuff his single fin into.

PG 104

BLOG. CONTENT & COPY.

MUST

BRAND

DIGITAL. QUIKSILVER.COM

WIN

KANOA IGARASHI 2 X BLOG POSTS 300-500 WORDS 1.

Earlier in 2013, Kanoa Igarashi was in Torquay during the Bells Beach world tour event. Hanging around at a surfing event of the highest level is always good experience for a 15-year-old with grand aspirations. Kanoa hopes to one day pull on a jersey with his name on it and paddle into a lineup with one other man as a part of the top 34. But, all in good time. Until then, Kanoa’s fine with hanging on the beach watching how his heroes do it, observing tactics, picking up wave reads, drinking in every nuance of competing at a world tour level.

The summer is long and hot and perfect in California. The days are bright, the afternoon’s golden and the nighttime is sticky. Huntington Beach is especially all of those things. And, most especially when the US Open of Surfing rolls into town. The sand hums with girls, the waves have the weak, easily-rippable qualities you only get in summer, and as the late afternoon embers burn below the horizon, the vibe couldn’t be better. And deep in the mix of it all is Kanoa Igarashi.

While in Torquay, Kanoa surfed a lot. It’s one of Australia’s most surf history-drenched places and the sport’s ingrained in the town. One day he surfs Winkipop, a perfect righthand pointbreak, but somehow ends up on a rare left. He spins a full-rotation backside air, fully commits to the stomp, and hears a pop and crunch. His leg is snapped. The next coupla months are spent in a cast from toe to waist, playing video games on the couch and dreaming about burying a rail or feeling the wind catch under his fins through a spin. Such an injury could be career-ending for some, but luckily Kanoa’s young enough to bounce back with gusto, and before long he’s firing at 100 percent again. Reckon Kanoa has ever experienced anything as thrilling as pulling on a pair of Original Scallop Print Boardshorts and bolting down the sand into that first electrifying hit of salt water after such a stint on the couch? Kanoa’s now back on top of his game, still studying world tour events when he can and, more importantly, still committing to stomping backside rotations (and every other kind of air). Because when you’re 16, nobody can tell you that you can’t do something.

Kanoa lives at Huntington, you see. And while there’s distractions everywhere, and Kanoa does get distracted, he’s also focused on becoming very much like his idol, Kelly Slater. Between all the running around chasing girls, having fun in the sun and drinking in the early evening glow, Kanoa keeps it real with stacked hours in the water, executed with the kinda energy that only a 16-year-old has, an insatiable thirst for waves and progression. After snapping his leg early in 2013 in Victoria (trying an air on a left at a righthand pointbreak) and coming back before the Californian summer, Kanoa spent the entirety of the warmer months in the same pair of Original Scallop Print boardshorts, tirelessly enjoying every waking hour just as someone his age should.

PG 105

EVENTS.

PG 106

EVENTS. EVENT STRATEGY OVERVIEW • Provide a forum at the retail coalface to interact with consumers • Bring TOTKO to life with existing key events – The Eddie (Hawaii) & Quik Pro (Gold Coast & France) • Maximise tie-in with the online audience viewing our events • Create event ‘stunts’ that create front page headlines

Quiksilver events are a showcase for the brand. Generating huge interest, participation and viewership, these events allow us to engage directly with consumers, showcase our lifestyle and present all facets of the Quiksilver vibe in one package (Athletes, Product, Lifestyle etc) Utilising TOTKO is a perfect way to utilise the inclusive nature of the campaign and present a solid point of view from the brand in what is quite often a competing brand, sponsor and product saturated atmosphere.

PG 107

SPORTS MARKETING.

PG 108

SPORTS MARKETING. ATHLETE STRATEGY OVERVIEW • Our athletes are brand assets • Inspire in and out of the water • Showcase great product • Enhance our brand personality(s) What does success look like; • Our athletes wear the product we determine • Our consumers walk into store (with pr clippings or mobile phones) asking for that product • Our process is totally oiled Approach; • Segment our athletes between performance & lifestyle • Provide products that fit the style & personality of the athlete • Build ‘outfits’ that match the seasons, the world tour events & our marketing campaigns

PG 109

SPORTS MARKETING.

PG 110

BE O T S AME MED

TEAM LIFESTYLE

I CONF

PROFILE • They are seeking adventure • Surfing is more an art than a sport • They are creative: Video projects, Photography, Art etc

TRENDS • Style matters • Slim fit • Length: Above the knee etc

GLOBAL - Dane Reynolds - Craig Anderson - Aritz Aranburu

FUTURE GLOBAL - Kanoa Igarashi - Mikey Wright - Matt Banting - Leo Fioravanti - Jesse Mendes - Vasco Ribeiro - Rio Wadia - Marc Migot

BE O T S AME MED

TEAM PERFORMANCE

I CONF

PROFILE • They are contest animals but not only... • They love training and a healthy life • They like other sports: Golf, Tennis etc

GLOBAL - Kelly Slater - Jeremy Flores - Fred Patacchia - Travis Logie - Mark Healy - Tiago Pires

FUTURE GLOBAL

TRENDS • Looking for performance and comfort • Function over fashion • Regular to loose fit • 19 to 21 BS length

- Jack Robinson - Marc Lacomare - Wigolly Dantas - Ramzi Bouhkiam - Koa Rothman - Maxime Huscenot - John Mel

SEASON 2.

PG 111

GLOBAL PRODUCT STORIES.

MUST

SUPPORT WIN

RETAIL

EVENTS

SPORTS MARKETING

AMPHIBIANS

DIGITAL

WIN

PRODUCT STORIES SUPPORT

BRAND

MUST WIN

MUST

BRAND DRIVERS

DANE,BRIGG,OGPRINT

LIVE DATE

BOARDSHORTS

STYLE

ADVERTISING DIGITAL