FOR BLUE-COLLAR SAILING FANS

“The working class of sailing.”

That’s how Hill, Holliday, Connors, Cosmopulos portrays the no-frills racing boats of the International 110 Class Association in a new pro bono campaign.

The print effort was created by 110 Class enthusiast Joe Berkeley, senior vice president and group creative director at the Boston agency.

Berkeley’s mission is to promote a wider interest in the boats. The vessels sell for $20,000, though previously owned models can be had for as little as $2,000.

One execution depicts an exchange between an upscale couple on an expensive yacht: “Honey, what are the ugly people doing today?” … “They’re sailing 110s.”

Another effort features a dramatic shot of a crew guiding a sailboat through choppy seas.