THE CHALLENGE
For Gen Z and Millennials, owning a pool feels like an impossible luxury. Swimply competes not just with public pools, but with the perception that private pools are only for the ultra-wealthy. The challenge was to reframe Swimply as culturally relevant and aspirational, without feeling out of reach or elitist.
THE SOLUTION
Instead of promising long-term luxury, Swimply offers short-term fantasy. The campaign leans into the humor and honesty Gen Z and Millennials already embrace: you may never own a pool, but you can pretend for two hours. By framing private pool rentals as playful escapism rather than status symbols, Swimply becomes an accessible way to experience “rich-person problems” on your own terms.
