Sand Cloud
'Leave The Beach At The Beach'
Everyone loves a trip to the beach.
But the aftermath of a day at the coast has its downsides. Sunburn, dehydration, and of course…the sand. Sand everywhere. In your car. In your shower. In your living room. And in your bed.
That’s why we created our line of sand-resistant beach towels. The tightly woven Turkish cotton repels sand both wet and dry, ensuring your towel isn’t smuggling a few handfuls of shoreline into your inland domain.
Sand Cloud Sand Resistant Towels. Leave The Beach At The Beach.
OOH
Radio
Don't Be A Terry
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Meet Terry. Beach bum, self-proclaimed towel mogul, and full-time conspiracy theorist. He swears by his beloved terry cloth towels. Just like he swears the moon landing was fake. But unlike Terry, Sand Cloud towels don’t cling to sand (or outdated ideas). This radio spot playfully contrasts Terry’s questionable claims with the undeniable benefits of Sand Cloud’s sand-resistant towels.
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V.O. Credit: Bradley Castillo​
Extensions
SSA (Sand Security Administration)
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In support of the Leave The Beach At The Beach campaign, we’ll set up sand security checkpoints between the beach and the parking lot.
As beachgoers head to their cars to go home, SSA Agents will have them pass through a “sand detector” and scan them with a “sand detecting wand” to see if they’re taking sand home. If sand is detected, which it always will be, they’ll be given a “ticket,” which is actually a coupon for 20% off a Sand Cloud towel. And to make sure this isn’t too obnoxious, passing through an SSA checkpoint will be optional. And the pat downs will be minimal.
Sand Amnesty Booth
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Confess. Repent. Leave the Beach at the Beach.
We get it. You didn’t mean to take sand home. But here you are, your car’s a mini dune, your shoes are suspiciously crunchy, and somehow, there’s sand in your bed… already.
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That’s where the Sand Amnesty Booth comes in. No judgment. No fines. Just a second chance (after visiting the Sand Security Administration) to do the right thing. Step up, shake out your towels, empty those pockets, and let the sand go back to its natural habitat where it can live free. Because nothing sticks around like regret. And sand. Mostly sand. Sand Cloud. Leave the Beach at the Beach.
Everywhere But The Beach
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We’ll create beach installations in public places like malls, outdoor shopping areas like The Grove, college campuses, business parks, etc.
Yes, we’ll have the standard pile of sand with a beach chair, umbrella, and cooler in the middle of a mall with signage that says Leave The Beach At The Beach.
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But we’ll also execute higher concept ideas like a seal on a park bench, a car full of sand parked in a high-traffic area, parking meters in residential neighborhoods, seaweed and kelp covering a store entrance, and even paid actors pretending to be sunbathers or lifeguards in places that are far from the beach.
Simple signage will say “Sand Cloud - Leave the Beach at The Beach” and have a QR code linking to the Sand Cloud website.
AD: Spencer McCarty | CW: Ted Sperling & Bradley Castillo