Air Your Dirty Laundry

Project

To launch Gemma Collin's as the new face of Surf, the Creatives at adam&eveDDB built a bold, playful campaign that utilised Gemma's unique cocktail of relatability and glamour. Tapping into some of the most iconic faux pas’ from Gemma’s career anchored the scripts within the kind of memorable moments that are the building blocks of social currency. Films like 'But I’m A Cheerleader’ (1999) took centre stage as a great reference for how domestic spaces can be made to feel campy and surreal through the use of extreme colour palettes.