A client with a renowned heritage in the sailing world and guided by strong values asked Circular to launch a brand campaign aimed at raising awareness about contemporary issues within its community.

Starting from the brand's claim, our engaging communications campaign explores what “going beyond” means to our ambassadors, as they met authentic challenges, embraced a common vision and put their vision into practice.

From the outset, the approach centered on using immersive storytelling to amplify the voices of our 7 global protagonists and elevate each personal narrative. Conceived and executed during the pandemic era, this campaign was entirely designed and developed remotely. We engaged directly with the protagonists, providing guidance while empowering them to record their stories authentically and autonomously.

Through this unique process, the campaign harnessed the power of storytelling to forge profound connections with the audience. Each protagonist's tale was carefully crafted, weaving together their individual experiences, perspectives, and insights into a tapestry that resonated with the brand's core values while communicating personal messages to the public. By giving the protagonists the freedom to share their stories in their own words, the campaign fostered a sense of authenticity and vulnerability that transcended traditional marketing approaches.

As an opportunity, the remote nature of the campaign's development demonstrated the brand's adaptability and resilience in the face of unprecedented challenges. By embracing digital technologies and fostering collaboration across geographical boundaries, we could exemplify North Sail's commitment to innovation and exploration and connect with its community, regardless of circumstances.

Executing this project remotely undoubtedly transformed Circular's formidable challenges in the production processes into our own exploration of “going beyond”. But, again, we saw this not as a mere obstacle to overcome, but as presenting an innovative opportunity to push boundaries and reconsider conventional brand campaigns.