Baby we were born to fish
August 11 2010, 11:01 am | | 51 Comments
In New Zealand, everyone fishes. And they start young. A new postercampaign for Okuma via Barnes Catmur & Friends, Auckland.
Client: Okuma
Agency: Barnes, Catmur and Friends
Executive Creative Director: Paul Catmur, Daniel Barnes
Creatives: Carlos Savage, Matt Weavers, Jesse Stevens
Photographer: Mat Baker
Retoucher: Karl Baker
Head of Art: Crispin Schuberth
Art Director: Brad Stratton
Account Manager: Mike Wilson
Client: Adam Johanson
51 Comments
The fabulous Baker boys do it again.
Mat Baker is the Man – these are very cool!
Thanks for writing “Born to fish” otherwise there’s no way I would have got it! Phew.
I for one think it’s highly irresponsible to be encouraging babies to smoke pipes, grow mustaches, get tattoos, get sunburned, and sail the dangerous high seas.
Did the agency not think to do something funny instead, like making a joke about men and their tackle?
I will be boycotting all okuma fishing products, and if I had any friends I would be telling them to do likewise.
hehe
nice photog/retouch
I know! Let’s photoshop….
Girls to look masculine.
Boys to look feminine.
Nature to look human.
People to look natural.
Black people to look white.
White people to look black.
Old people to look young.
Young people to look old.
It’s easy and it’s boring. Sorry to be a bitch but it has to be said.
Bitchiness forgiven, 11:46
Just because you can quote a creative formula doesn’t mean it’s not good.
Simple and funny. Like it.
I reckon I have seen similar’ish stuff before. Didn’t Harley or some other such brand do it? Definitely, I reckon.
sorry 11.46 lets all go back to writing puns then.
It’s funny. Great outdoor.
@11:46
The only photoshopping was the placement of the babies in front of the backgrounds. Everything else is natural.
Why did Harley D show a load of fishing babies?
Thought for a while it was that old Levis campaign, or the Toyota campaign.
But I was wrong, ’cause in those campaigns they made babies look old.
Totally different.
STOPPER.
It reminded me of this from years gone by:
http://www.youtube.com/watch?v=Zgr5_oYYdZc
They’re not identical, but it’s still a fun thing to post.
The third baby looks like he was born to write. And then kill himself. RIP Ernie
It’s been done to death and is just lazy creative, that’s just my opinion though.
What a relief.
These are great.
12:02 – Surely a ‘creative formula’ is oxymoronic?
12:14 – If puns are your thing, go for it.
Harley Davidson did it better.
Done a thousand times.
Jesus.
Good grief – this really is the tedious face of current advertising. One weak gag hauled onto paper and turned into a ‘campaign’ which of course can’t even develop the oh so lame idea into a second execution, never mind the difficult third ad – so it doesn’t even bother.
There was one for a shaving oil company… it was first and better.
Agree.
It’s been done. to death.
Are we back in the 90’s?
C’mon people, raise the bar.
Yes, it’s been done before. But in my opinion, nowhere near as well.
The only ‘highly irresponsible’ bit is having Campaign Brief holding this up as an example of creative thinking – no wonder student books are so sloppy if this sort of stuff is their benchmark.
A waste of space
Nicely done but done.
nice art direction, first-thought idea though…
Done. Not done. First thought. Last thought. One act. Third act. Who gives at flying flounder, these are just fun in a category dominated by boring stock shot-ridden work you bunch of joyless pricks. Why don’t you blame the suits…no, the planner…no, the client…
Mat Baker RULES !!!!!!! I love his stuff !!!!!!!
No planner, no suits, and no depth. Simple rule: the easier the product category ,the more creative and surprising the solution should be.
I love these – they don’t take themselves too seriously and they have impact.
And unlike the usual scam-ish stuff – they are well branded….they’d probably work as “Product and Price” too – now that’s a true test of an idea!
Well done fush & chup boys
Lazy New Zealanders. Smug jokes. Look Okay. Shit type. In house retouching?
Good move getting Baker on board.
Cliche check list.
Babies with beards. Tick
Labourer’s tan. Tick
Babies with ink. Tick
‘Born to…’, head line. Tick
Tsk. Tsk. Tsk.
Cliche check list.
Babies with beards. Tick
Labourer’s tan. Tick
Babies with ink. Tick
‘Born to…’, head line. Tick
Tsk. Tsk. Tsk.
Baker BOYS!!!!!!!!!!! Awesome!!!!
So it’s a little cliche….so what?… Great retouching, great pictures!
This blog is the perfect example of why NZers think all Aussies are Aholes.
Once again those kiwis cracking the big briefs for a multi-national client.
I like ’em, but I’d like ’em more if the were more Okuma ads than kids looking like oldies ads. What do you think?
Hey guys,
Cheers for the comments, good and bad. If anyone has seen babies made to look like fishermen please send me the link.
Love you all.
I THINK BABIES HAVE BEEN MADE TO LOOK LIKE EVERYTHING…THIS IS ORIGINAL BECAUSE THIS TIME THEY ARE MADE TO LOOK CRAP AND COPIED FROM MANY OLD IDEAS.
Hey Carlos
A baby with tattoos was done for playstation, a baby with stubble was done for a razor.
But if you think combining the two makes this original, then who are we to piss on your parade.
love
My ballsack.
Tut tut Carlos
With one little blog you’ve revealed to everyone to colour of your ego.
You just couldn’t help yourself, could you?
@ Carlos Savage
Here you go:
http://www.fotosearch.com/clt004/b1167/
http://www.youtube.com/watch?v=a51unTtVsiU
Good on ya Carlos.
Put a name to your anonymous posts you pussies! At least post your “amazing work” so we can all compare.
These ads would have gone down a treat in the 90s.
But I don’t eat fush, eh… I can’t chew, Bru!
xxxx – Australian for beer
Okuma – Kiwi for fishing