The global Australian/British swimwear and swim-related accessories brand Speedo partnered with Aussie owned, UK-based independent creative agency MIRIMAR for a digital-first, global relaunch campaign ‘Go Full Speedo’ which seeks to leverage spiking swimming interest around Paris 2024 with a rallying cry representing total commitment both in and out of the water.
Objective
The objective was to leverage an Olympic year to reclaim the brand’s heritage, global icon status and category leading position.
After spending recent years focusing on speed and performance, the brand seeks to return to the ‘original bold Aussie attitude’ which made it famous and successful in the first place. Thus the brief included creative that captures ‘where the brand has come from and the commitment of where it’s going’.
Activation
The integrated, multi-market ‘Go Full Speedo’ campaign aims to act as a rallying cry for all swimmers worldwide with a mindset that represents ‘total commitment in and out of the water’.
The aspirational marketing burst spans a hero film, social videos, still photography and an original song and wraps around the Olympics/Paralympics running from May through to October primarily in Australia, France, Germany, the UK and USA.
The media approach primarily focuses on paid online video, influencer channels (led by Meta’s Facebook and Instagram and TikTok, as well as athlete ambassadors’ own personal social channels.
Led by a spearhead trio of spots – the ‘Go Full Speedo’ launch film, backed by ‘Towel Change’ and ‘What Do You Call Them’ – led the way with various cut-downs linked to platform and country.
Premiering online on 6 May, the launch ‘Go Full Speedo’ hero spot was helmed by Australian Director Scottie Cameron and features ‘Stranger Things’ Aussie star Dacre Montgomery, Californian skateboarding legend Peggy Oki and actors from the TV show Bondi Rescue.
Its copy lines state: “There’s nothing half-hearted about stripping down to a 3mm piece of nylon and going all in. We want everyone to feel that feeling. That rush, that nerve, that endeavour, that reward, that first dive, that world record. Everyone can do it. You just have to be ready… to Go Full Speedo”.
The campaign also includes PR launch stunts, social activations, athlete endorsements, as well as an original ‘Go Full Speedo’ song by the band The Beefs which not only soundtracks the film but which is also released as a single and as a track on the Aussie band’s new album.
As Paris 2024 approaches and the Olympics/Paralympics provide swimming with its creates global platform, the brand will follow-up on this launch phase with supporting activations around its leading swimming ambassadors such as Team GB’s Adam Peaty who is just one of Speedo’s sports endorser to have featured in its recent 2024 ‘Top Tips’ campaign.
“Go Full Speedo embodies the indomitable spirit that resides within us all – an unwavering determination to seize every opportunity, both in and out of the water, and take commitment to the next level. We’re incredibly excited to be launching the new campaign alongside a star such as Dacre and all our athlete partners.”
Speedo International SVP Simon Breckon
“Go Full Speedo is a mindset that can transcend the pool and live in culture to celebrate anyone that’s giving it a red hot go.”
MIRIMAR ECD Nick Morrissey
“Growing up in Bondi before moving to the US, Speedo was always more than just a swimwear brand—it was iconic for the people and the lifestyle it represented. We love that this new platform can encompass everything from a kid jumping from the high board for the first time to an Olympic athlete breaking a world record.”
MIRIMAR Co-Founder Luke McKelvey
Credits
The campaign was commissioned by a marketing team at client Speedo which included Global SVP Simon Breckon, Content & Community Manager Anna Stevenson, Global Head of Content & Community Daniela Trece, Global Content & Community Manager Cindelle Gouin, SVP Content & Creative Paisley Wright, Head of Art Dana Brej and Junior Producer Lucy Fairbanks.
It was conceived and created by MIRIMAR Creative Group where the team on the project included Chief Creative Officer John McKelvey, Co-Founder & Managing Director Luke McKelvey, Executive Creative Director Nick Morrissey, Senior Art Director Alex Polglase, Senior Copywriter Jake Ausburn, Senior Account Director Holly Sloofman, Executive Producer Bill Berg, Creative Producer Jacqui Walker and Agency Producer Margot Fitzpatrick.
The production company was Collider (Sydney) with Director Scottie Cameron, Executive Producer Rachael Ford-Davies, Producer Melissa Weinman, Production Manager Kate Rule, Production/Cast Co-ordinator Natasha Brockmeier, Director of Photography Ryan Camody, Camera Operator B Cam Jordan Maddocks, Art Director Elisa Baker. Additional SFX & Foley was run by Joel Dias and Liam Del Prete, the Head of Production was Haylee Poppi and the Senior Casting Director was Stevie Ray at McGregor Casting.
Editorial was handled by The Editors (Sydney) with Editor Grace O’Connell, Executive Producer/MD Nicoletta Rousianos, Editorial Producer Isabella Key, Flame Operator Stu Cadzow and Colourist Matt Fezz
The original ‘Go Full Speedo’ track was by The Beefs with Producer Sammy Smith, while sound design and music post was run through Sonar Music (Sydney) with Senior Sound Designer Andy Stewart and music producer Josh Pearson.
From the creative approach, the tone and the positioning, despite being headquartered in Nottingham (UK), the marketing team have certainly tapped into Speedos’ Australian origins and linked this to the brand’s DNA.
The campaign is simultaneously nostalgic and forward-looking and is drowning in Aussie charm, cheekiness and identifiable Aussie origin culture.
It looks like a successful formula to help Speedo recapture the Bondi beach lovers who originally made the brand famous, but how this will resonate and engage the rest of the world remains to be seen.