Teva: Illum

How do you launch a flip flop with a removable LED light on it without seeming like a novelty item?  That was the challenge posed to us by Teva.  We tackled this challenge by aligning ourselves with the surf community and capitalizing on “Dawn Patrol” – an activity that surfers partake in by hitting the waves before dawn in search of the best swell.

We then enlisted San Diego-based surf rock band Switchfoot to star in our 2+ minute “documentary” about the journey to Dawn Patrol.  The short format content 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.