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One of the more creative highlights of the SIMA Image Awards came from Sanuk’s introductory video about the brand for its Breakthrough Brand of the Year nomination.
The award went to Atwater, but I thought it was worth following up with Sanuk’s video master Joey Maiocco to ask him some questions about the clip, which many were talking about after the ceremony.
To see the video, scroll to the end of this story.
How did you get idea for the concept behind the video?
It’s a video version of our print campaign, which we call “Cut & Paste.” As far as the “Tonight Show” theme went, that seemed pretty obvious once we started talking about it. “Here’s Johnny” quickly became “Here’s Donny.” (Sanuk team rider Donavan Frankenreiter.)
What were you hoping to convey?
Wow, that’s way too serious a question for us. Basically, our goal is to bring a smile to people’s faces, whether that be through our website, our ads, or videos like this. Sanuk, in any capacity, is about fun.
How long did it take to make the video?
Three days start to finish, plus one trip to our local bar.
Are you bummed Sanuk didn’t win breakthrough brand of the year?
Of course we’re bummed. We were robbed. Nahh, just joking. It’s cool. We’ll just keep doing good stuff and if good stuff happens, all the better.
Will you use the video in any other marketing capacity?
Probably. I honestly haven’t thought of this video for over six months cause SIMA Surf Summit was cancelled. But we’re constantly working on projects just like this. Check them out at Sanuk.com. Yes, we have a website.