| Titre | Welcome To The New Cute |
| Agence | FRED & FARID Los Angeles |
| Campagne | Welcome To The New Cute |
| Annonceur | Roxy |
| Marque | Roxy |
| Date de première diffusion/publication | 2021 / 6 |
| Secteur d'activité | Vêtements |
| Philosophie | As surfing becomes an Olympic sport for the first time in history, women’s surf & snow brand ROXY is reimagining a word that has previously placed female athletes in a box. CUTE. The new campaign titled “Welcome To The New Cute,” encompassing nine brand films and print headlines, takes long-held perceptions of “cute”... and blows them wide open. Narrated by 2x Longboard World Champion Kelia Moniz, a longform film begins with footage of female, ROXY board athletes being the traditional kind of “cute” – sweet, smiley and girly – and quickly juxtaposes it. A snowboarder drops hundreds of feet down the face of a snowy mountain; a surfer rides a wave weighing 400 tons. “This is cute, too,” says Kelia in the voiceover. Winning a world title – cute. Wiping out on a 30-foot barrel – cute. Losing a tooth for the sport – cuteeee! With appearances from the likes of 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim and Torah Bright, the VO guides viewers through jaw-dropping clip after jaw-dropping clip, expanding what it means to be cute, and presenting the “new cute.” A fresh, badass, “upside down” interpretation of the term. |
| Type de média | Digital |
| Longueur | |
| Global Marketing Director | Danielle Mckenzie |
| Global Consumer Activations Director | Shauna Freese |
| Marketing Coordinator | Clement Decaux |
| Directeur de création | Chelsea Steiger |
| Concepteur / rédacteur | Hilary Smith |
| Directeur artistique | Laura Beck |
| Directeur artistique | Jocelyn Lam |
| Directeur artistique | Bridget Callahan |
| Business Director | Nathan Smith |
| Chef de groupe | Mariam Salcido |
| Producteur exécutif | Amanda Van Caneghem |
| Producteur | Andy Caramanzana |
| Maison de production | Ways & Means LA |
| Producteur exécutif | Lana Kim |
| Producteur exécutif | Jett Steiger |
| Post-production Producer | Tamara Treu |
| Monteur | Emilie Aubry |
| Compositeur de musique | Ali Helnwein |
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