CONTEXT:

Throughout summer 2023, many other brands were launching their electric hydrofoil boards (a surfboard able to fly above the water). But Sea Doo’s e-foil model, THE RISE, was still in R&D & wouldn’t hit the market until summer 2024.

Sea-Doo were eager to announce their better engineered board was in development but as final aesthetics and technical innovations were far from final, they couldn’t show specific features.

CLIENT ASK:

“Our new electric hydrofoil board, THE RISE, will be launching summer 2024. While avoiding showing features that are still in R&D, how can we let water sport lovers know that despite not being first to market, our superior engineering & ride quality will make the RISE well worth the wait?”

INSIGHT:

Our approach was to use these many restrictions to our advantage & differentiate ourselves from the ‘rational feature focussed’ launch films of other brands. Instead we played on the user experience of a better engineered & smoother ride: By evoking that the RISE will evoke the real feeling of flying.

SOLUTION:

With this central idea to visually & emotionally capture the ‘beauty of flying’, the aesthetic focussed on a teaser approach of the model, never quite showing it in full view to let the superior rider experience, and not features, take flight.

To make the film even more rider centric, we added the emotional line SOME OF US WERE BORN TO FLY which also tipped its hat in social copy to BRP’s superior aeronautical engineering history - that some of us are just born to build bigger & better things.

Supported by paid media, the film generated over 50k+ views on You Tube alone & was shared 20k+ times achieving the goal of reminding water sport adventures that better engineering takes the time it takes if you want to want to fly.