Just saying you’re “different” isn’t a strategy—you have to prove it. That’s exactly what MarineMax asked us to do for the North American launch of Galeon Yachts. Entering a literal sea of boat advertising sameness, we knew we had to dial in on what truly made this foreign brand, well, foreign. The challenge? Having to create the campaign without ever actually seeing the boat ourselves.
This tagline influenced the entire campaign—non traditional boat advertising became the name of the game. Photos were laid out across and off of pages, unique textures enhanced the quality of the brochures, and out-of-the-box media placements including a unique, tearable press piece distributed the collateral.
We collaborated with UK-based DW Studio to create an animated video that shows a rendering of the 500 fly literally breaking through a mold. This video helped build excitement for the models release, doing more than any 2D rendering could.
Vology's Brand System and SPARK's Gary Johnson Project Take Home HOW Honors.