Brand: O’Neill
Collaboration with: Beau Cram

O’Neill Said: Life can be complicated. It’s easy to be distracted and stray from what really makes you happy. When we surf, its reminds us how ridiculous all that head noise and life invasions can be. Disconnecting from the useless and connecting with what actually matters… that shit is hard to do. Unless… you can take a leaf from the book of THE O’NEILL O’RIGINALS – surfers who are living life on their own terms. They’re chippies and gardeners, backyard shapers and artists, child prodigies and biomolecular engineers. They’re riding all manner of craft, in all manner of surf, all over the world. They’re surfing for nothing more than the absolute freedom of it.

Our Thoughts: The reality is the pro surfing dream is for .1 % and the rest have to figure out how to find that balance or work and surfing. We asked Rob Bain a couple of questions about the campaign to get some more info about the O’Neill O’riginals…

EA – Is this going to be a global campaign, or more an Australia only campaign? (if not global, why? could it be?)

RB – No not a global campaign so much, but it will be carried across regions, as it is not so much a direct product campaign, as it is a brand message. Its an ode to Jack O’Neill and the reason why he built the product way back before there was a surf industry. Simply to surf longer and to realise that surfing is kind of a medicine for us all, and an outlet for creativity and escapism.

EA – Why do a campaign like this vs signing more up-and coming talent – aka the tried and traditional route of surf marketing?

RB – We definitely haven’t turned our back on those in pro surfing. We support the Soli’s , Jordy’s and the up and comers. It is simply just a small part in reality of a surfing world. I have seen both sides over my time, and I also witnessed a lot of shattered dreams and casualties along the way. I want to shine the light on what it really means to be a surfer. To showcase that there is a huge amount of talented crew, that simply surf because they love it, and it is an offshoot to the other sides of their lives. People that have something to say, things they create, that they do, where they are learning , growing creating. Another air reverse or a sponsored surfer on a paid surf trip in my mind, is not changing the world. Yes, I am inspired by great surfing, but like many, we are inspired by great stories, real stories and great surfing. It is imperative that we show the kids that a surfing life can look like something different to chasing down competitions. The whole sponsored dream is getting rarer, and I have always believed that the act of surfing is best enjoyed when it is for the right reasons. If you do this, then it doesn’t matter if your pro surfer, a garbage man, or kid grabbing an early in before hitting the books.