TakeMeFishing.Org

Take Me Fishing, a non-profit organization, came to us with one goal: bring more women and girls into fishing. Research showed that one in four women who fish say it builds confidence, patience, and grit. We built a campaign around that insight, helping them discover their strongest selves on the water.

BRINGING ELLIE KEMPER ON BOARD

We partnered with Ellie Kemper, comedian from The Office and Unbreakable Kimmy Schmidt, to take her fishing for the first time and give her a newfound appreciation for the sport. I got to write a lot of her commentary. Watch the full video here: https://www.youtube.com/watch?v=ip6NFZrMp5k.

SOCIAL VIDEOS

FEARLESS FISHING LINE

We created 1,000 spools of signature fishing line and gave them away in a sweepstakes, all to help women find their best selves on the water. We had over 18,500 sweepstake submissions and generated over 122 million impressions.

SECOND CATCH COLLECTION

In partnership with sustainable fashion brand Rentrayage, we invited women to let go of garments tied to past insecurities. The donated pieces were upcycled into a fishing-inspired capsule, the Second Catch Collection. The line celebrates the confidence and empowerment that come from fishing and boating, inspiring the next generation of women to find their best selves on the water.

SOCIAL ADS

We made social media ads that generated a 384% increase in female-specific social conversations in one year and a more than 109% increase in general audience impressions.

CD: Dustin Black | AD: Kari Grundman