One of our favourite board riding brands has just launched their global re-brand campaign. The re-launch takes Volcom from what they were against (Youth Against Establishment) to what they are for; True to This. The campaign involves a series of videos, one each month from now until December, as Volcom aims to build on their new philosophy which will shape and modernize their brand.
Their first installment embodies Volcom’s ‘True To This’ ideology (their new tagline) and captures the idyllic moments of ‘Spiritual Intoxication’.
“There are finite moments of consciousness that occur when what we are doing at that very moment perfectly aligns with who we are, creating a feeling of exhilaration that is deeply personal,” said Ryan Immegart, Senior Vice President of Global Marketing. “Athletes, artists and musicians experience this momentary idyllic state when all of the training, practice and hard work translate to moments of pure presence and clarity. We call these moments of spiritual intoxication, places in time when one is completely and wholly consumed. This spiritual state is the essence of our `True To This´ message.”
Check out Chapter 1 – some of the footage is awesome!
Source: Volcom True to This
