Sea-Doo’s latest global brand work, “Find Your Water,” is showcasing different reasons to be out on the water.
The spot shows people enjoying pontoon boats and personal water crafts (PWCs) spanning a variety of settings, and Simon Cazelais, VP of global brand strategy and innovation at BRP, says the goal of the ad is to nurture everyone’s own relationship with the water.
“By focusing on people finding their water, we’re reaffirming our commitment to creating human experiences that bring people together,” Cazelais says.
Myriam Veilleux, vice president and business lead for agency partner Cossette, tells strategy that “finding your water” can be both about finding your own space and tranquility, but also being social and enjoying group activity.
The timing of the campaign aims to accommodate other markets besides Canada, which will soon be moving into a colder season.
Sea-Doo, as part of its XM efforts, is also launching the “Sea-Doo Social Club,” a worldwide club for watercraft fans designed to strengthen the community and promote safe practices that respect the environment.
The first exclusive event took place on Aug. 22 in Long Beach, Calif., which drew 80 people.
The “Find Your Water” campaign includes a variety of touchpoints like OOH, OLV, digital banners, boating/angling-related podcasts, activations at BRP dealerships and social media content.
The experiential side was handled by Cossette and BRP’s internal team, while the buy was managed by Touché.
