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Albert Einstein style Feadship ‘superyacht’ unveiled by Amsterdam Worldwide


By The Drum Team, Editorial

September 21, 2012 | 2 min read

Feadship has unveiled a superyacht named ‘Relativity’, based on what concepts Albert Einstein might have looked for if he had commissioned a custom built yacht.

The first marketing campaign for the brand by Amsterdam Worldwide, a model of the 90 metre vessel will be unveiled at the Monaco Boat Show, backed by experiential and digital activity.

Brian Elliott, founder and CEO of Amsterdam Worldwide, said: “Feadship prides itself on discretion, which prevents us from sharing the intimacies of its clients’ custom creations. Past Future Concepts have focused on innovation and design, but together we saw an opportunity to tell the Feadship story based on an historical figure’s ultimate wishes. This is very close to journey of a real Feadship client.

“Superyacht advertising is very traditional, and not known for its marketing innovation. We wanted to create a campaign that would enable Feadship to spark a story across multiple platforms that would get prospects, owners, captains and crew to talk about and engage with the brand. Our Relativity Future Concept does just that.

“By harnessing the values and desires of Albert Einstein, we created a communications platform to bring to life the journey of the custom creation of a Feadship. Einstein was famous for having a sense of humour and it was great fun to speculate how he might have criss-crossed the oceans with his fellow scientists on a Feadship.”


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Amsterdam Worldwide

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