Seen+Noted: Speedo launches global relaunch campaign “Go Full Speedo” via MIRIMAR, U.S.
Speedo has partnered with Aussie owned US-based independent creative agency MIRIMAR to create “Go Full Speedo,” a global campaign that will serve as a relaunch for the swimwear brand during an Olympic year. The objective is to reclaim the Aussie brand’s heritage and status as a global icon.
Go Full Speedo is a rallying cry for swimmers worldwide. It’s a mindset that represents total commitment in and out of the water.
The aspirational work—which comprises film, an original song, still photography, and social videos—launches May 6 and will run through October.
Ads will run in the USA, UK, Germany, France and Australia with media focusing on paid online video, influencer channels such as Meta and TikTok, and athlete-owned social channels. Mirimar produced three films—the “Go Full Speedo” launch film, “Towel Change,” and “What Do You Call Them”—along with various cutdowns.
Additionally, the project will include PR launch stunts, social activations, athlete endorsements, and an original song “Go Full Speedo,” by the band The Beefs, which plays in the films. The song is being released as a single and as a track on their new album.
The “Go Full Speedo” hero film is directed by Australian Scottie Cameron, who lives and works in L.A. It features “Stranger Things” star and Aussie icon Dacre Montgomery, Californian skateboarding legend Peggy Oki, and the stars of the TV show Bondi Rescue.
Speedo is in Australia’s DNA. The brand is iconic, nostalgic, and dripping with Aussie charm. But after years of focusing on speed and performance, it has drifted away from its original bold Aussie attitude. The new brand platform helps Speedo reclaim its spot in the hearts of the bronzed Bondi Beachgoers who made it famous as well as anyone with the attitude and cheekiness to identify with it. It captures where the brand has come from and the commitment of where it’s going.
Says Simon Breckon, SVP of Speedo International: “Go Full Speedo embodies the indomitable spirit that resides within us all – an unwavering determination to seize every opportunity, both in and out of the water, and take commitment to the next level. We’re incredibly excited to be launching the new campaign alongside a star such as Dacre and all our athlete partners.”
Says Aussie expat Nick Morrissey, ECD, MIRIMAR: “Go Full Speedo is a mindset that can transcend the pool and live in culture to celebrate anyone that’s giving it a red hot go.
“Growing up in Bondi before moving to the US, Speedo was always more than just a swimwear brand—it was iconic for the people and the lifestyle it represented.”
Says Aussie expat Luke McKelvey, co-founder at MIRIMAR: “We love that this new platform can encompass everything from a kid jumping from the high board for the first time to an Olympic athlete breaking a world record.”
Client: Speedo
Global SVP Simon Breckon
Content & Community Manager Anna Stevenson
Global Head of Content & Community Daniela Trece
Global Content & Community Manager Cindelle Gouin
SVP Content & Creative Paisley Wright
Head of Art Dana Brej
Junior Producer Lucy Fairbanks
Agency: MIRIMAR Creative Group
Chief Creative Officer: John McKelvey
Co-founder & Managing Director: Luke McKelvey
Executive Creative Director: Nick Morrissey
Senior Art Director: Alex Polglase
Senior Copywriter: Jake Ausburn
Senior Account Director: Holly Sloofman
Executive Producer: Bill Berg
Creative Producer: Jacqui Walker
Agency Producer/Post: Margot Fitzpatrick
Production Company: Collider, Sydney
Director: Scottie Cameron
Executive Producer: Rachael Ford-Davies
Producer: Melissa Weinman
Production Manager: Kate Rule
Production/Cast Co-ordinator: Natasha Brockmeier
Director of Photography: Ryan Camody
Camera Operator B Cam: Jordan Maddocks
Art Director: Elisa Baker
Editorial Company: The Editors, Sydney
Editor: Grace O’Connell
Executive Producer/MD: Nicoletta Rousianos
Editorial Producer: Isabella Key
Flame Operator: Stu Cadzow
Colourist: Matt Fezz
Music
Original track: “Go Full Speedo” The Beefs.
Original Music and Lyrics – The Beefs
Production – Sammy Smith
Sound Design and Music Post: Sonar Music, Sydney
Senior Sound Designer: Andy Stewart
Additional Music Production: Josh Pearson
Additional SFX & Foley: Joel Dias and Liam Del Prete
Head of Production: Haylee Poppi