The Idea — GoodSurfWax

We took something that was being wasted — Queensland farmers’ excess beeswax — and turned it into a sustainable surf wax that not only protects the ocean but also supports local communities.

By partnering with BIO Cup, we used their 40oz plant oil–lined coffee cups to tap directly into surfers’ morning rituals: surf, coffee, repeat.
This clever placement in coastal cafés positioned GoodSurfWax exactly where the audience already was — with no competition, and a natural story about connection, conservation, and community.

Results-D&AD IMPACT AWRD

Today, GoodSurfWax is stocked in 50+ stores globally, supported by a world-class crew of surf ambassadors sharing its mission and story.
With zero budget, the initiative has raised over $100K globally, saved more than 8,000 kilos of plastic from the ocean, and — most importantly — helped Queensland bee farmers earn a living again.