Decathlon, AMV BBDO Hack Surf Cams to Promote New Wetsuit

Decathlon, together with creative agency AMV BBDO, has launched the "From Tree To Sea" campaign with Yulex that shines the spotlight on the brand's latest eco-friendly innovation.

In a one-minute spot, the retail company has unveiled the Yulex100, a new wetsuit alternative to neoprene made out of 100% natural rubber.

According to the agency, most of the campaign was shot using cameras located at popular surf areas across the globe to give its viewers information on the new product made for watersports athletes.

AMV BBDO creative directors Jack Smedley and George Hackforth Jones believe that the surfing community has unique habits and customs, and so the agency felt the need to speak to them on their home turf. 

"'Hacking’ the surf cams they use every day allows us to speak to them in their own language," the two explained.

AMV is part of advertising giant and Omnicom-owned BBDO.

Meanwhile, Decathlon Chief Sustainability Officer Anna Turrell shares that as the world's largest sporting goods brand and retailer is dedicated to reducing the negative impact they have on the planet. 

To do this, Turrell emphasizes the need for the company to rewire how it thinks and acts as a business by "demonstrating [an] unwavering commitment to environmental stewardship and innovation."

Hacking Surf Cams for a Cause

The commercial starts with the insight that surf cams are watched by ocean lovers from around the world, which is exactly why the brand has decided to "hack" them to introduce the Yulex100.

Through colorful text imprinted on umbrellas, surfboards, and even the sand, Decathlon touts its new offering made ready "from tree to sea."

The new wetsuit alternative boasts 80% less carbon footprint compared to regular wetsuits, using materials from certified forests.

With the Yulex100, we can all "play in our oceans way into the future," writes surfboard signages, as the spot ends.

"From Tree to Sea" will air across 17 markets and will include 15- and 20-second films that will run online, in-store, and out-of-home (OOH).