(September 20-26, 2008) The 93-foot maxi Bols was the creation of sports marketing firm SYS. Working with designer Hugh Welbourn, SYS presented to Remy Cointreau a project to launch the Bols brand of alcoholic beverages to a wider audience. Remy went for it, the maxi was launched in March 2002, and this video provides insight in how the cart can come before the horse, and a company can get involved in a project from the start, much like PUMA's Volvo Ocean Race team. Very flashy presentation, and while the boat never lived up to its record-breaking expectations, it is a testament of how a video can create excitement and interest for a project that was an integral part of a company's corporate strategy.
