INSIGHT: Men and women are anatomically different — they have different centers of gravity, muscle tissues, and skeletal structure that gives them different challenges in the outdoors. While almost one-half of all kayakers are women, a majority of boats are designed to accommodate men. This crucial difference can dramatically affect a woman’s comfort and sense of security while she’s out exploring.
SOLUTION: The Ocean Kayak Venus 11 is made to accommodate the female body and enhance performance on the water. To create awareness of these fundamental design differences, we created a campaign that not only acknowledges but celebrates women’s curves in a confident, engaging way.
Art Direction: BriElle Munizzi
Copywriting: Sophie Lichtman
PRODUCT INNOVATION: THE VENUS VEST
The Venus Vest is an exclusive line of life jacket from Ocean Kayak that are designed with her in mind. This vest comes in five silhouettes and eight designs for women of all shapes and sizes.
This digital POS display will be featured in various sporting goods stores for women to learn more about the Venus Vest. Customers can figure out the right silhouette for their body type and order their vest online if it’s not available in the store.
Ocean Kayak’s Waves4Women playlist keeps women confident and empowered while on the water. Comprised of motivational music from a variety of female artists, this music collection is perfect for keeping kayakers paddling forward.