The Challenge
Mercury tapped us to concept, build, and lead their flagship campaign, one that would redefine how boaters think about their engines, and what it means to repower.
We helped Mercury tell a new kind of story. One where the engine isn’t just about mechanics but it’s the heart of the adventure.
Adventure, Repowered launched as a long-term, ever-evolving campaign that began with a core brand platform and has continued to expand, including an ongoing storytelling, new product extensions, and even their performance brand, Mercury Racing.
SERVICES
Creative Direction
Campaign Development
Messaging & Copywriting
Design & Visual Direction
Production (Stills & Motion)
Post-Production
THE ASK
Mercury Marine wanted to shift the perception around engine replacement. Repowering isn’t just routine maintenance, it’s a mechanical and emotional upgrade. It marks a new chapter: a chance to explore further, fish longer, run harder, or make more memories with family.
They needed a campaign platform flexible enough to speak to different reasons people repower, across product tiers and consumer segments, while staying cohesive, premium, and personal.
THE CONCEPT
We began by establishing the platform: Adventure, Repowered.
At its core, it’s about unlocking what’s next. Whether you fish flats in Florida, cruise the Pacific Northwest, or run wide-open throttle in deep water, there’s a reason you repower. That can range anywhere for simply mechanical to purely nostalgic. We built messaging frameworks around those reasons, creating a modular system that could flex across every segment.
From there, we developed a campaign identity including design direction, copy tone, and content direction, that emphasized clarity, emotional pull, and real-world application. The look was premium outdoor performance. The message was always benefit-driven.
THE LAUNCH
We launched the campaign across multiple channels, all unified by the Adventure, Repowered narrative:
Print and direct mail for dealer networks,
In-store and retail display systems
Paid and organic social campaigns
Dot-com content and banners
Full content system for CRM, email, and blog
Every asset pointed back to the same central idea. Even with different reasons, we provide the same outcome. Your engine is what powers your adventure.
BRAND STORYTELLING
As the platform grew, we extended into a branded content series focused on real repower stories.
Mercury gave away motors to selected boaters and we partnered with them to tell those stories—through short films, photo essays, and social content. Each one wove together human storytelling with product performance. These emotionally-driven narratives added new depth to the campaign, and became some of Mercury’s highest-performing owned content.
CONTINUED PARTNERSHIP
With the platform built and the foundation in place, our work with Mercury has become increasingly fluid.
We now operate as a true embedded partner, plugging in quickly for campaign extensions, new product assets, and seasonal launches with minimal briefing required. With a campaign system in place, the efficiency now grows while the creative can stay sharp.
Working hand-in-hand with Mercury’s marketing team, we plan content annually, mapping out creative needs, identifying production efficiencies, and ensuring maximum value for budget and time. That long-term planning allows us to focus more of our energy on what we do best: crafting premium creative and content that drives the brand forward.
IMPACT
Adventure, Repowered is now Mercury’s leading initiative for product upgrades, build to drive engagement, elevate brand perception, and give their team a campaign platform built to scale. We continue to evolve it through new stories, new segments, and new ways to reach their audience.
One campaign. Multiple tiers. Countless adventures.
It’s adventure, repowered.
MERC RACING
The series is ongoing, growing across platforms and formats, also then expanded into Mercury Racing, where we adapted the campaign for a high-performance audience under a new theme: Performance, Repowered.
