Dead Man’s Fingers
Give Tradition the Finger
THE BRIEF
We were tasked to develop a five-year strategic platform and subsequent campaign to drive awareness, relevance, and trial for Dead Man’s Fingers through OOH, PR, partnerships, social media & influencers.
HOW WE MADE IT IMPOSSIBLE TO IGNORE
We established a cultural connection between Dead Man’s Fingers, rooted in Cornwall, and ‘Fluid Intrepids’, who embody the spirit of surf culture. This synergy inspired our bold platform, Give Tradition the Finger, which celebrates the brand’s rebellious identity and irreverent personality.
The platform was then brought to life through a TfL billboard rollout in 127 stations, always on social media, a paid micro-influencer campaign, and a proactive press office.
We established a partnership with the Spring Classic Surf Festival, providing experiential sampling, media exposure, and consumer interaction, all while enhancing brand credibility through a genuine link to surfing and boarding culture.
