Northstar Canoes was founded in 2015 by legendary Kevlar craftsman Ted Bell.
Our challenge was to launch the brand to an enthusiast audience on a start-up budget.
Not your typical aluminum weekend rental barges, Northstar Canoes are an enthusiast’s dream, delivering unfettered high-performance access to the escape they seek. They obsess about features like weight, hull design, stability, and glide. Our advertising must stand out in enthusiast pubs crowded with nature shot after nature shot.
Dramatize the fact Northstar is lighter, glides better, and is more stable than any canoe in its class.
Illustration seems counter-intuitive for a brand built around escaping into the wild, but by dramatizing our feature advantages with metaphors we communicate them quickly and indelibly.
• Campaign led to sales 18.6% over aggressive year one forecast. And was followed by a 30% increase in year two.