Baldwin Harris
Bon Voyage To Bad Taste
Bon Voyage To Bad Taste
Baldwin Harris specialise in refitting second-hand yachts. They offer new owners the chance to make their yacht their own, casting off the previous owner’s style choices, and returning each boat to its former glory.
The task was to create a promotional piece that would introduce Baldwin Harris to a broader audience within the industry, acting as a talking point in a business that’s largely conducted through personal recommendations and face to face meetings.
The solution exaggerates the scenario of buying a second-hand yacht, exposing the full horror of what the old captain may have left behind. Copywriting plays a central role in delivering humour and disgust in equal measures. It helps to grab the attention, concisely explain the proposition, and deliver a memorable message.
An 82% response rate to the piece was received, measured in direct conversations instigated by recipients.
