The Clipper Round The World Yacht Race offers non-professional sailors the opportunity to compete in a unique, life-changing round the world yacht race, covering 40,000 miles.
In 2012, we worked with Clipper Ventures to create a new corporate brand identity, B2C recruitment campaign, and B2B sponsorship campaign. Clipper challenged us to create an iconic new B2C recruitment creative platform that harnessed the emotion of the race, telling the inspirational stories of past crew members whilst emphasising the rewards and benefits of the race to prospective crew. The campaign needed to work on a truly global level with creative executions in multiple territories and languages. Consumer research has revealed that applicants were less motivated by the competitive nature of the event and more motivated by the personal transformation elements. The campaign creative was required to capture this.
We created the ‘Achieve Something Remarkable’ campaign, to emotionally engage with potential crew through the real-life stories of seven crew members from the Clipper 11-12 Race. Through studio photography and individual crew movies, we captured the unique stories of the seven selected crew members; from why they chose to sign up, what experiences will stay with them, and how their outlook on life had changed since completing this unique challenge. Our campaign was subsequently shortlisted as a finalist for the 2012 Charted Institute Of Marketing Awards and The 2013 Digitals Awards.