Bum puns front and center, the #ShowUsYourBum hashtag can encourage a more inclusive approach to the typical depiction of the sun and surf lifestyle. This campaign concept gives equal opportunities to feature bums of all backgrounds—including the elusive man bum, often covered by board shorts as it takes a backseat to the perkier lady bum. In breaking away from oft-repeated industry stereotypes, the brand is able to expand its reach, boldly spreading love and sunshine where other surf lifestyle brands dare not go.
Through light-hearted social commentary (or not—it’s all relative), Sun Bum has an opportunity to actively engage with its fans, sparking dialogue.

Concept, Copy, and Design / Abby Miller
Photography / Dixie Dixon, Herson Rodriguez, Unknown

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