Creatures of Leisure has led the way in the development and advancement of innovative surfing products for over 30 years. The Western Australian company with a lineage that dates back to the early 70’s is credited with many product firsts, industry awards and achievements while remaining privately owned and independent the entire journey.
Earlier this year the Creatures team commenced the challenge to bring this great story to life in the form of a brand message aimed at speaking to its customers in a meaningful and authentic way. A message that resonates with surfers who have committed their lives to the pursuit and act of riding waves. A message that a surfer will understand.
After several months digging deep into the Creatures DNA, robust discussion and several Friday afternoon beers, Creatures unveils its new brand campaign ‘This is Creatures Country‘.
Creatures of Leisure Global Brand Manager Paul Anderson explains the thought behind the campaign. “‘This is Creatures Country’ is a brand campaign that encompasses a surfer’s passion to explore, addiction to surf, our chosen lifestyle and everything it represents. We as surfers have a deep, underlying connection through our culture and way of life uniting us around the world. ‘This is Creatures Country’ transcends geographies, gender, age, location, surfing ability and situations in and out of the water”.
“The campaign can have a different meaning to everyone, the connection could be more spiritual; early morning surfs, camping trips with your mates, pushing your kids into their first wave or it could be more tangible; relying on our equipment to get your boards to a travel destination in one piece or a leash in a heavy situation. It’s completely subjective, but, essentially the essence is that we take the function, quality and reliability of our product seriously and as a brand we want to be with you on whatever journey you’re on”.
Creatures kick off the campaign with a clip that brings the message to life. To view the clip please visit the Creatures website via the below link.
About Creatures of Leisure
Located on Western Australia’s wave-rich South West coast, Yallingup and its surrounds have bred some of the world’s best surfers for several generations.
The region boasts multiple breaks within a relatively short span of coast, most with a reputation for quality and a power comparable with that of Hawaii. It’s the perfect place to test surfing accessories.
None of CREATURES’ surfing products hits the market without being given a thorough workout in these waves by our staff and sponsored riders or further afield by members of our international surf team. It was here in Yallingup that a young John Malloy put down roots after hitching his way from Los Angeles in 1972. Over the 4 years that followed he and a mate developed the world’s first urethane leash with injection parts to tackle the powerful local waves. That venture sparked a passion for designing and developing surf accessories that continues to this day.