CASE STUDY - STEP 1 - THIS Is mormaii life!
Creating an English Language Campaign
In Portuguese "Sentes Mormaii" ("Feel Mormaii") was the company slogan.
To bring the sense of adventure, energy, independence, charisma and personal style - all hallmarks of the surfers' spirit - into an English slogan, we used the company name for how it sounded in English: More My...
More My Life - More My Style - More My Way
STEP 3 - Mormaii.com english speaking site
From the Brazilian .br site...
From the Brazilian .br site...
From the Brazilian .br site...
Mormaii Industries' website is first and foremost an online store. It offers wetsuits, watches, glasses, footwear, hats, shorts, shirts, e-bikes, and more.
With such a wide range of offerings, the majority of the online real estate is banners and product shots.
...to the Global .com site
From the Brazilian .br site...
From the Brazilian .br site...
To usher Mormaii Global into a contemporary online presence that captures the passion of its core ethos, we designed and developed a dot com, English-speaking site.
With a (More my) Lifestyle vibe, we showed people first, then products when you click deeper.
STEP 4: the Mormaii worldwide wave SOCIAL MEDIA CAMP
The Worldwide Wave Concept
Carrying the theme of the waves being surfed all year round - and around the globe - by the Mormaii team of surfers, the social campaign harnesses the reach of all of their combined feeds across all platforms;
Instagram, TikTok, Facebook, Threads, X, etc.
The Method
Mormaii Global starts a thread of stories/reels on their feed and tags the youngest athletes, who share through their feeds in a series of shared stories, retweets, etc.
The traffic bounces between multiple accounts and leads back to the Mormaii Global account, only to begin again. Like the ocean, one wave starts, swells, settles into the sea, and a new wave starts all over again.
STEP 4: Mormaii worldwide wave (Cont..)
The Team
Mormaii sponsors a remarkable team of award-winning and record-holding athletes - surfers, swimmers, divers, etc - from juniors in their teens to legends in their 50s.
Their combined social media audience is considerable.
The Partners
As a component of the campaign, corporate sponsors were invited to participate in shared brand and product placement. After a few soft launches, the unpredictable schedules of surfers, which follow the unpredictable swells of waves around the world, made corporate participation in this kind of project impractical.
STEP 4: Mormaii worldwide wave (Cont..)
The Team
Despite the absence of sponsors, the incredible larger-than-life champions sponsored by Mormaii continue to break records, inspire young athletes with their travels and quests, and promote individual brands with more flexible expectations.
The Wave...
The athletes continue to interact with each other spontaneously, accompanying each other around the world both in person and on their social media feed.