Sun, sea and sand – this holiday feeling is the inspiration for BEACHY, Hobby’s new sub-brand. Inspired by countless stories on social media and a whole host of emotions associated with holidays – such as driftwood, shells, sand and Marram grass – the entire Hobby team is enthusiastic about a new vision of a simple holiday companion. Together with his strategy and creative agency, Hobby’s marketing department brings the cool idea and the new BEACHY brand to life. The result is a genuine beach vibe on wheels. For a target group-oriented market launch campaign, the north German manufacturer deliberately and consistently relies on the authentic story of its origin. The headline mechanics of the campaign “be ready”, “be free”, “be you”, “be wild” – beachy supports the emotional world of images that was created during a photo shoot on Rømø in Denmark, which the BEACHY brand attributes “Nordic “spontaneously and simply” perfectly reflect.