In late 2013, on the back of an immensely successful social media strategy, the author led a team to fund, curate and ultimately deliver a four stop national photography exhibition run in conjunction with a wider marketing campaign. #loseyourselfsomewhere Lose Yourself Somewhere...is about escapism, it’s about living in the moment and enjoying that point in time whether it be with friends, family or on your own. It’s about turning left when you would normally go right, stepping off for a while and freeing yourself from the shackles of modern living. It could be a trip up or down the coast, shutting out the world and enjoying that playlist you’ve been wanting to, that book, that exhibition. It can be anything you want it to be as long as you can Lose Yourself Somewhere.

2. I N T R O D U C T I O N - #LOSEYOURSELFSOMEWHERE
In Winter 2013, O’Neill Australia undertook a broader, more aspirational lifestyle focussed
marketing campaign. Supporting strategic print advertising and key account point of sale
activities with a hashtag #loseyourselfsomewhere.
This was most prominently used across social media platforms with a consumer competition
generating over 4,000 entries across three months.
Lose Yourself Somewhere…is about escapism, it’s about living in the moment and enjoying that point in time whether it be
with friends, family or on your own. It’s about turning left when you would normally go right, stepping off for a while and
freeing yourself from the shackles of modern living. It could be a trip up or down the coast, shutting out the world and
enjoying that playlist you’ve been wanting to, that book, that exhibition.
It can be anything you want it to be as long as you can Lose Yourself Somewhere…

3. I N T R O D U C T I O N - #LOSEYOURSELFSOMEWHERE
Moving into Summer 2013, we wanted to continue this momentum around
#loseyourselfsomewhere and develop this further.
In recognition of the quality of the images entered into the Instagram competition,
The National Photographic Exhibition is a natural progression, taking stunning imagery from
the digital space and into a commercial art gallery, celebrating the talent behind the lens.

4. EVENT CONCEPT – NATIONAL PHOTOGRAPHIC EXHIBITION
Building upon previous campaigns, O’Neill showcased some of Australia’s best local creative
talent with the ‘Lose Yourself Somewhere’ National Photographic Exhibition.
The brand funded, curated and ultimately delivered photography exhibitions in four cities across
the country. 25 images were displayed at each exhibition, made up of five images from five local
photographers based upon the #loseyourselfsomewhere brief.

5. OBJECTIVES
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6.
Expand on O’Neill’s core surf marketing focus, engage and align with a more urban, on
trend consumer.
Give talented local photographers a platform to show their work.
Demonstrate to key regional accounts O’Neill’s commitment to progression and innovation
within surf and art communities.
Increase O’Neill’s social media reach.
Hold launch parties at each exhibition stop.
Align the National Photographic Exhibition and O’Neill brand with non endemic commercial
partners to reach a similar audience.

6. HOLD UP A MINUTE...
Now I can’t just giveaway all my hard earned IP to marketers on a research mission for their
next campaign!!
Drop me a line and tell me who you are and what you’re up to.
Thanks for your interest,
James Dalziel
Brand Development Manager – O’Neill Australia
Email – jms.dzl@gmail.com
Call - +61 43 2299 169
Connect - au.linkedin.com/in/thisisjamesdalziel