I was called in to help launch the Cell and Cypher wetsuit lines at Quicksilver. As wetsuit technology became quite ubiquitous, we decided to tout the technology via a covert campaign.

 

If the consumer was able to figure out the codes on the ads, they would be directed to a micro site where they could discover behind the scenes videos, the making of the Cypher, comparisons, etc.

 

At the retail level, the hangtags would allow access to exclusive surf porn, how to care for video etc.