Reef recently launched its new brand that seeks to unite the world around the fun, freedom and spirit of the beach—“Beach Freely.”
Beach Freely encourages everyone who steps into the sand or into Reef products to experience the beach in their own way—whether that’s surfing, barbecuing, swimming and enjoying other water sports—and take that fun spirit of the beach with them wherever they go.
With its pristine white-sand beaches and surfing spots hailed around the globe as some of the world’s finest, the Philippines has vibrant beach-loving and surfing communities who were there to witness the launch of the campaign at Alabang Town Center. Featuring games, music and all the other things that make beach parties memorable, Reef invited the crowd to get into the Beach Freely spirit.
The event also kicked off the launch of “Local’s Perspective”—the first Philippine surf book to be published. Created in collaboration with Reef’s long-time partner, My Life on Board, the book compiled the best surf images together with some of the finest wave chasers of our time, not only in the Philippines but also across Asia – immortalizing those moments and telling the story of the history and culture of the locals who shaped the Asian surfing scene.
The book features images from the best surf photographers in Asia and Oceana like Giang Wardani from Batu Karas in West Java Indonesia, Bali-based National Geographic photographer Tommy Schultz, Mentawai Island-based surf photographer from Japan Hatsumi Ishibashi, World Longboard Championship Chaplain and photographer Andrew Carruthers from Australia and Siagrao-based surf photographer Oliver Bayer.
It also highlights work from the Philippines’s own local surf photographers like Red Bull Ilume finalist and Sony World Photography National Award winner Gaps Sabuero, surf photographer from Samar Abdel Elecho, La Union-based surfer and photographer Jeferson Ganuelas, Baler-based surf photographer JP Sarmiento and My Life on Board Founder Mike Eijan Santos.
Mike was inspired to create this book because, as he said, “Everything is digital already. So I want to create a book that immortalizes the beauty of the images.” Environmental and social impact has been a priority for Reef since the company’s founding in 1984 and has continued to grow throughout the years through the global Reef WeHeart program.
Reef Marketing Supervisor Marnelli Gaerlan said that Reef aims to”…promote responsible travel by always seeing to it that [we] Reef always have the planet in mind.” She also encourages everyone to always plan beach trips with a conscience by enjoying the beauty of the ocean without leaving a trace. Here in the Philippines, Reef continued to promote responsible travel and environmental conservation in “Free the Sea Movement 2,” a fun-filled three-day event and coastal clean-up in Baler done in partnership with World Wildlife Fund Philippines.
Reef pledges to support efforts to preserve and restore beaches so that everyone has the opportunity to Beach Freely.