Henri Lloyd needs no introduction to the sailing world, the brand has been at the forefront of technically innovative sailing apparel for over 40 years. Their ‘Marine Technical’ range has unquestionably become the industry benchmark for performance design and is standard attire for elite sailors across the globe.
The Challenge
We were selected by Henri Lloyd as their new global lead-agency for marine products. Their brief was to help them to redefine their brand positioning, their target markets and elevate all of their global marketing communication to the next level. One of the crucial elements of the challenge was balancing the brand’s unique heritage with their innovative and future-focused approach to product development. As part of the brief, we were also tasked with creating an overall brand message that could then be tailored and segmented for several different sailing markets with a broad range of demographic profiles.
The Result
In answer to the brief, we developed the ‘You create the passion. We create the technology’ campaign. Primarily used for print and digital advertising as well as in-store, the campaign balanced studio product photography with action photo shoots in a template that could be easily adapted for global use. To support the campaign, we created a series of detailed product animations including one for the Extreme Waterproof Boot which helped the product win a DAME award at METS tradeshow in Amsterdam.
