THE PROJECT
Insight
The lack of optimization is what makes fly fishing a worthy experience.
Idea
Orvis has been a longstanding and sophisticated brand in the world of fly fishing. While seen as elegant and precise sometimes fly fishing can be everything but that.Let’s reframe the moments of frustration to “experiences” and challenges that are part of the culture of fly fishing. The deeper you get into fly fishing, the more complex the experiences are. Orvis doesn’t make the sport easier, it celebrates those who choose to fly fish anyway. Let’s celebrate the struggle.
Execution
Retail: Regional window takeovers
CTV / OTT: Celebrate the struggle clip
Print: Magazine ad
Web: “Untangle your line” Email Capture Interstitial
Retail:
Window TakeoverStill images that capture the struggles and conditions of regional fly fishing.
Example:
Window at Seattle, WA Orvis of photo of local fly fisher, Dave McCoy, fighting winter conditions of king tide in the Puget Sound.
Photo by Matt Delorme | @mattdelormephoto
PRINT: Full Page Ads
Images that capture the heartache of losing a fish with “celebrate the struggle” as the only copy to dramatize an experience worthy of exploring.
CTV / OTT:
10 CTV / Social Spot
SHOT 1 – EXT. BEACH – DAY
A single, continuous shot.
A fly fisher battles a fish. The line snaps—or the fish breaks free.
The fish is gone.
The fisher stands frozen in the water, hands on head.
Breathing hard. Silent. In awe of the moment and the chase.
CUT TO BLACKNatural audio continues: rushing water, camera asks if he lost the fish, fly fisher says it was a big fish.
SUPER (ON BLACK):ORVIS LOGO ->
“CELEBRATE THE STRUGGLE.”
Audio lingers briefly, then cuts out.
WEB:
“Untangle your line” interstitial email capture prior to website visit.
An interactive game to use your mouse cursor to untangle your line from the mangrove in order to win 20% off upon checkout.
INSPIRATION:
Creating the insight, the idea and execution.
