Always...Sanük 1.0
The "Always...Sanük" campaign was launched for Spring 2015 and ran through Fall 2015. It represented a continued evolution of the brand as it showcased an eclectic group of ambassadors and athletes frolicking about a fantasy trailer park in the Californian desert sun. By introducing the word "always" as a compliment/set-up for the word "never", we were able to play with various moments that emphasize not only the absolute power of those two words, but reinforce the fact that "never uncomfortable" is a state of mind, not merely a product description.
