Seafolly launches second chapter of its ‘Welcome To Broome’ work for summer via Ogilvy, Sydney featuring international WA model Bridget Malcolm

Australia’s iconic swimwear brand, Seafolly, has unveiled the second chapter of the Welcome to Seafolly campaign, Summer 16, shot in Broome via Ogilvy, Sydney.

Rugged, remote and beautiful, Broome was the obvious choice for Summer 2016. ‘Welcome to Broome’ captures the picturesque landscapes and showcases the strong juxtaposition of the white sands, blue sea and rust-red cliffs, bringing the Summer collection to life.

Seafolly’s love affair with Broome started in 2007, when Miranda Kerr was the face, now almost 10 years on, they decided to return, this time with WA local and international model, Bridget Malcolm (left).

The brand says ‘Welcome to Broome’ is a modern reflection of Seafolly history, infusing natural beauty with the unique Australian landscape. Steeped in a rich history, a spiritual connection was formed through the exceptional knowledge and passion of Jimmy Edgar and Neil Mckenzie – Seafolly’s local Indigenous guides in Broome. First stop was Byron Bay, now Seafolly has come west to Broome.

Chosen for her natural beauty and soulful connection to Western Australia, Malcolm was the epitome of the modern Seafolly woman – effortless, confident and active. On camera and behind the scenes, both Malcolm and German model Alena Blohm, immersed themselves completely, from camel rides and morning yoga, to chatting with the local community, ‘Welcome to Broome’ is a celebration of what makes an Australian summer truly memorable.

“Seafolly is such an iconic Australian brand. It’s the pinnacle for a lot of Australian models and I’m just so happy and humbled to be included as part of the family. This trip has been unforgettable,” said Malcolm.

Mathew Hayward, chief marketing officer, Seafolly said: “The ‘Welcome to Seafolly’ series invites you to embrace what makes an Australian summer truly unforgettable- the picturesque beaches with warm golden sand and welcoming waves, iconic Seafolly swimwear, and friendly coastal communities. After visiting laid-back Byron Bay to ease us into spring, the vibrancy and intensity of Broome helps us truly celebrate the height of summer. ‘Welcome to Broome’ also showcases its commitment to the global heroising of sharing an Australian Summer with women everywhere – with fit, fashionability and fun.”

Designed to complement the active Australian lifestyle, the campaign showcases a stunning, progressive collection of swim, active, overswim and accessories with an emphasis on femininity, texture and vibrant prints.

Behind the lens of the campaign was home-grown and world-class photographer, Simon Upton. The sought after photographer has a close connection with Broome, ever since he was awestruck by the area’s natural beauty for the first time over 10 years ago. He continues to return again and again, bringing friends and family alike, to share in its wonder and beauty.

Seafolly’s ‘Welcome to Broome’ campaign has launched nationally with a comprehensive campaign inclusive of video, out-of-home, PR, print, digital and social activity running across Seafolly Australia channels

Credits

Director – Jack Shanahan