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America's Cup AC 2000 Positioning |
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Brand Identity |
Team New Zealand sought to promote the widest latitude of international brand exposure for this prestigious nautical event in the year 2000. |
The second aspirational consumer brand, for the America's Cup 2000, required a strong identity at retail that would appeal to a broad international demographic. We created AC 2000, the event-related brand, to express the excitement of the international challenge and to introduce a commemorative product line of instant collector's items, culminating with the event in early 2000, with the team handily "Racing into the Future". |