Princess Yachts International: Experience the Exceptional by BSUR

Agency: BSUR
Date: Oct 2016
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BSUR was asked to create the first ever global brand campaign celebrating the exceptional Princess experience. Our challenge was to find a fresh approach within the category and reach enthusiasts beyond the boat world with unique stories of quality time at sea.

Contrary to what many boat magazines communicate, yacht owners do not eat lobster and caviar daily. Challenging category clichés, we shot four images portraying people in normal situations heightened by the fact that they happen offshore on a yacht. No actors or models, just real people enjoying diverse casual and personal times. The scenes, in black and white are understated and were shot in an intimate way to make the viewer feel part of the moment. The campaign shows that you can be highly sophisticated whilst remaining down-to-earth, while at sea.


Chief Creative Officer: Joost Perik

Creative Director: Shandor Gancs

Art Director: Bob Booms

Copywriter: Ben Holder

Additional Credits: Photographer: Roger Neve

Strategist: Antonin Jamond

Account Director: Niels Spaans

Project Manager: Marianne Johnston-Wood

Subway: Sammich by CAROUSEL

Added 12 November 2019
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