Life Is as Open as the Water in This Watercraft Brand’s Global Campaign

BRP Inc. launches a new global campaign for their Sea-Doo brand’s 2024 model year, offering a view into the values and motivations that drive its riders forward. 

Working alongside agency partner The Hive, the work aims to build excitement for the upcoming season by sharing the rhythm of existence that beats inside those who choose to ‘Live The Sea-Doo Life’. 

This marks the first collaboration for BRP, with the brand challenging The Hive to tell the next chapter of its Live The Sea-Doo Life brand platform in a way that would further its depth and meaning among a diverse group of global consumers across all product lines. 

“What became very clear to us was the timely opportunity to tap into a universal belief among Sea-Doo riders – that life is a limited-time offer that they’re cashing in every last drop,” says The Hive’s chief strategy officer Dustin Rideout. Our creative team’s foresight to not just show the Sea-Doo life, but provide a peek inside its motivation, was a powerful twist to an established platform.” 

The fully integrated campaign launches with a :60, :30, and :15 hero film at this year’s Canadian broadcast of the Super Bowl, framing Sea-doo’s diverse riders moving to the rhythm of exists inside in their element. Additional :15 films, print, OOH and retail delves further into specific profiles of Sea-Doo’s next generation of personal watercraft and innovative Pontoon platform, the Sea-Doo Switch. 

“When we were crafting these stories, whether across Sea-Doo’s entire line up or a specific model, we wanted to capture the pulse of life that means so much to our riders,” says Sacha Ouimet, ECD at The Hive. “What makes them so unique and connected to Sea-Doo is just like water, they all exist to be in constant movement. This is what we want those thinking of joining us to feel connected with.” 

“We immediately liked the rider focus campaign strategy that The Hive brought forward,” says Simon Cazelais, VP, global brand strategy and innovation at BRP. “Demonstrating the emotions our products generate and showing the depth and range of experiences the Sea-Doo life can unlock for families, pure hard core enthusiasts or casual weekend adventurers was key for us. We are very excited to launch this new global campaign for Sea-Doo’s 2024 line up.”