TAG Heuer is the first luxury brand to enter the Surf World, lending our reputation for ‘Avant-garde’ to a sport that champions fearlessness and athleticism.
To celebrate this new milestone and in the spirit of the brand, TAG Heuer Australia, today marked the occasion by creating a large scale 3D street chalk art, a unique and fun masterpiece.
The larger than life interactive display - depicted the splendor and scale of the sport of big wave surfing and allowed the members of the public to literally ‘jump on board’ and ride the wave of this exciting partnership.
Acclaimed chalk artist Anton Pulverenti produced the 3D artwork – which cleverly plays with perspective – to achieve the perfect surfing simulated photo opportunity – ready to share on social media using TAG Heuer’s iconic hashtag, #DontCrackUnderPressure.
The first sight of surf was at Sydney’s Pitt Street Mall (outside the TAG Heuer Flagship Store), and will continue to Melbourne, Brisbane and Perth shortly after.
The WSL Big Wave Tour multi-year partnership will see TAG Heuer inject its #DontCrackUnderPressure campaign into the heart of big wave surfing, serving as the Official Timekeeper of the tour, and supporting the “Biggest Wave” and “Biggest Wipeout” components of the annual WSL Big Wave Awards.