Description:

In 2021, the 36th America’s Cup was held in Auckland. Our brief was to create a campaign for Euro around the event, focussing on posters and digital content.

Whilst there is much of interest in the America’s Cup as a spectacle, there is little understanding of the rules. We seem to have an almost child-like awe of the event, which we used as inspiration for the illustrations.

We created the moniker of ‘Race Daze’, around the idea of customers wanting to simply enjoy themselves as they viewed the races.

Illustrations were created including mythological (and delicious) Kaiju and space invader squid, posing obstacles for the racing yachts. Other illustrations abstract yacht wheels into eyes and a cocktail glass into a smile.

Bold typography and fun colours combine with bubbles that link illustrations together when repeated.