Every day, different.
Rocking the Boat.
“We worked closely with Adrian and the team to build a campaign that disrupted in a credible and creative way but also engaged a younger audience around the experience of luxury travel.
They worked alongside us at each step and were instrumental in the end result being a thorough success creatively and commercially.”
Tim Davis
Marketing Director, Burgess Yachts
How do you attract new audiences?
Answer: By doing something truly different.
Background: Burgess is a global leader in the superyacht world, so with an eye to the future horizon they got in touch with us to help create a short mood film which broke the mould in this traditionally conservative space. (Think Sunshine, Water and Beautiful People)
Importantly we needed to engage a younger audience, but not just any younger audience. We were targeting Ultra High Net Worth individuals and introducing them to the world of Super-yachting, specifically charters.
Chartering is a bit like having your own movable boutique hotel on the water. This initial experience of super yachting often creates the desire for a future yacht purchase.
Superyachts offer unparalleled privacy and security. As you would expect the costs are significant and this is a modern luxury that only a small percentage of the planet can afford it, who are these people?
Our first task was to understand the target audience, so we started with a period of deep research and development, working closely with the in-house team at Burgess, sharing information along the way. One of the things which stood out in the research for this target group was the importance of time with friends and shared experiences, how could we depict those moments?
Sets were built to create the various ‘worlds’ required for the main brand film, from these sets we captured a number of visual assets. This gave Burgess a raft of rich unified content from stills to short video teasers and vignettes, thus ensuring a broad collection of campaign supporting material. A small selection of which you can see on this page.
We landed on the idea of showing experiences as memories, as at the end of the day all of life becomes a memory. We wanted to depict these experiences in an almost lucid dreaming style, real but not real. Hints of water, sunshine and boating but never explicitly shown. We wanted to create intrigue. We start and end, with the beginning of a day, which plays perfectly into the campaign strapline of ‘Every day, different.’
We invited Alex Carvalho to Direct and needless to say he was a perfect fit. His vision and sensibility regarding luxury with story telling was critical to the final result, he bought something very special to the project.
Lastly, We are delighted the campaign has been a ‘thorough success creatively and commercially’ to quote Tim Davis the Marketing Director at Burgess Yachts.
Alex Carvalho / Director (right)
“Together with the Burgess in-house creative team, the cousins worked tirelessly on this project. Of the wider team they brought in, the artistic direction of Alexandre Carvalho was particularly important in executing the vision”
Lucy Smith
EDD Project Manager - Burgess Content Campaign Manager, Burgess Yachts
