Windstar came to us with a challenge: we are completely different from every other premiere cruise experience out there. We have sails. We also have only 75 cabins on board and real Warhols in the restaurant. So we came up with a tag/positioning line that promoted that theme, with a decided nautical bent: “180 Degrees from Ordinary”. Along those lines, we also inverted the traditional Ogilvy layout (picture at the top, headline below, copy on the bottom) so that the copy was at the top and the visual was at the bottom. All reinforcing the fact that this was the utter opposite of traditional cruises.