Volcom

This First

Client:

Volcom

Year:

2018

Type:

Campaign

An exploration into the irrational pursuit of passion.

Project Description

Volcom was looking to grow awareness among urban NextGens outside of the brand’s core board sports audience without straying from its roots.

Leveraging Volcom’s "True to This" brand ethos, we tapped into a universal truth that was hiding in plain sight: passion has no category and the mindset in the pursuit of passion is the same for a skater as it is for a chef or artist.

But for 15-25 y/o’s who are plagued with the responsibilities and expectations of planning their future, the struggle between passion vs. rational was real. According to a 2017 Deloitte study, only 13 percent of the US workforce is passionate about their jobs.

We proved that Volcom is a champion of the irrational pursuit of passion. For NextGens, it’s even more than being “True To This”, it’s putting “This First.”

Volcom launched a global search for people who are putting #ThisFirst to make their passion their paycheck by turning the traditional job application process on its head with “anti-job” recruitment content spanning broadcast TV, paid social, media partnerships, in-store, ambassador collabs, and even cryptic Craigslist postings.

With over 10,000 UGC submissions from 22 countries, Volcom selected 16 winners who flew to Austin, TX to showcase their projects with a live event and mini-doc.

This is one of those immersive, life-changing projects that affected me deeply and drove me to reconnect with my passion. Love you, Volcom!