Red Square Agency (now "Good Giant") pitched Bertram Yachts just a month before I started. They awarded us the work on my first day. Our inaugural assignment for the brand was to create a visually dramatic print campaign that would run throughout the year in outdoorsy mags. Think Salt Water Sportsman, Boating World, and Field & Stream. While the yachts were luxurious, our strat team showed consumers were far more interested in rough water and big fish. I went on to pen dozens of lines for those who are salty yachtsmen at heart. We culled our ads down to six in a pre-run testing campaign amongst current owners. While a seemingly simple execution, this print run went on to win a Gold Addy for its writing.
Red Square Agency
CCO: Rich Sullivan
ACD: Stephean Grimes
Senior AD: Patrick Reid