For over 80 years, Raymarine has been a trusted brand within the marine electronics ecosphere. But in recent years, a crowded market has yielded little differentiation within the segment. Raymarine wanted to transcend the blandness and find a new voice. The messaging embraced the power of the ocean and the fear it can instill, but established Raymarine as the reliable guide to lead mariners to safe harbors. The campaign leveraged relevant and emotive storytelling balanced with authentic, in-the-moment reportage photography that captured the essence of life on the water. All media channels were utilized to reach the anglers, sailors and recreational boaters who dare the deep.