Martin Baum, Managing Director of the Pantaenius Group, wants to stimulate the Super Yacht world with an innovative campaign; 12 artistic designs bringing together the passion for luxury yachts and the power of seduction. Martin Baum and the Hamburg artist Hinnerk Bodendieck report on their collaboration.

Why did you want to present something so unique?

Baum: We realised that the photo images used in the Super and Mega Yacht business have become interchangeable. There is a host of very high quality pictures but somehow none of them linger in your mind. So we decided that we needed a new and refreshing approach, one which had the power to attract and stimulate. We don’t just want to show pretty pictures but to tell a story that will awaken and retain the observer’s interest for the long-term. 

Sensuous Pantaenius advertising - Pretty daring. Are you ready for criticism?  

Baum: We hope for a reaction as the campaign is intended to polarize opinion.  Only that which engages the observer is of real value and stays in your long-term memory.  It is time to move on from images that presented neither a positive nor a negative impression.

So your main aim is to be provocative? 

Baum: No, that is too simplistic. The aim is to stimulate thought and put the beauty of yachting in the foreground combined with the elements of joy, passion and desire. Hinnerk’s refreshing style and choice of designs are ideal for this purpose. All too often the products, risks and complex solutions are reflected in the foreground. We want to emphasize the positive experiences because that is the reason why people buy a motor or sailing yacht.

The claim is: “No Passion without Risk - Leave the Risk to us”. What’s the message? 

Baum: Every passion, no matter what sort, carries a certain level of risk and yachting is no different. I, as an owner, will be able to enjoy my passion whilst Pantaenius looks after the risks. Only then can I lean back and relax.

Were there any serious doubts at Pantaenius, or were they all convinced by the idea from the very beginning? 

Baum: The campaign idea sparked some lively discussion and some eyebrows were raised by a few of those involved. On the one hand there was great enthusiasm and on the other the sceptics thought that this was not a concept for Pantaenius. The exchange of opinions was very positive and encouraging. Everyone realised that there was more here than just a new advertising concept. The key was that the message had to translate across international borders and cultures consistent with the proven Pantaenius ethos.

Bodendieck: I found it quite fascinating too. Of course, I sounded out how far I could go with my designs, and where the limits were for Pantaenius.

What do you expect from this campaign? 

Bodendieck: I hope to get the viewer's attention. I want a reaction, it doesn’t matter which, positive or negative. I’m not interested in the content of the policies offered but I know that Martin Baum has other hopes.
     
Baum: I intend for a long-term, integrated campaign, that is different and that people notice, so that it stays in their minds. It doesn’t matter where they see it, in ads, posters, on the Internet or at exhibition stands – the designs will immediately and unmistakably bring Pantaenius to mind. The campaign is our flagship in the field of luxury yachts.