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 – photos laid out across and off of pages, unique textures, and out-of-the-box media placements to distribute assets leading up to the event – including a unique, tearable press piece.
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.