Lawrencetown Surf Company: Be Salty
The dictionary definition of being salty is: “Feeling or showing resentment towards a person or situation.” But Lawrencetown Surf Company knows salt, and they know what it means to be salty—to them, it's actually the opposite. To really be salty is to have salt on your skin and in your hair, to taste food from the ocean, to hike trails that have been shaped by salt water. To be salty is a positive thing so let’s reclaim what it means to be salty. Let’s change the very dictionary definition of it.
We are challenging Merriam Websters dictionary to change the definition of what it means to be salty. We set up a full 360 campaign that includes an online petition for people to sign as well as merch and social ads. In other words, we are creating a movement for people to be salty.