CCP is a brand that wins when craftsmen and craftswomen become its ambassadors. I developed a campaign that spoke directly to the very people who used the product. We let them know that CCP is as obsessed with the quality, performance, and quirks of these products as they are. I wrote copy that succinctly connected their attitudes and expectations with CCP's.  Instead of the glistening yachts seen in competitive campaigns, these ads featured photography that focused on the end user in their clothes, with their tools, in their workshops.