OzFish Unlimited shifts the focus on fishing in newly launched campaign VMLY&R Melbourne
OzFish Unlimited has launched a new campaign to accelerate the recreational fishing communities’ involvement in fish habitat restoration, with the help of VMLY&R Melbourne.
Through a series of powerful images, the new campaign flips the cliched ‘grip and grin’ photo of an angler and their catch by using imagery that has the waterways in focus instead of the fish.
It launches with Australia’s most popular fishing magazine, Fishing World, with a special edition cover that will break the hold of a 50-year-old tradition by using one of the campaign images.
It will be supported with press, social and outdoor, and aims to encourage recreational fishers to become OzFish members and start to get active in habitat restoration. Major OzFish partner BCF will also roll out the campaign instore over coming months.
Says Craig Copeland, CEO and founder of OzFish Unlimited: “It’s time to disrupt traditional thinking and turn attention to improving waterways instead of just the fish that we can catch from them.”
Says Jake Barrow, ECD, VMLY&R Melbourne: “Fishing is one of Australia’s most popular recreational pastimes. But over the past few decades, fish stocks have dwindled due to human and environmental impact on their habitats. As someone who’s just spent a week fishing on the Aire River, getting a photo with your catch is almost as important as landing the fish itself. It’s why Australia’s fishing bible, Fishing World, has used these types of photos on their covers for more than 50 years. We love that we get to flip this truth and at the same time, breathe new life into one of the oldest advertising mediums.”
OzFish is an organisation where recreational fishers come together and help restore, protect and enhance fishing across Australia.
Agency: VMLY&R Melbourne
Chief Creative Officer: Paul Nagy
Executive Creative Director: Jake Barrow
Associate Creative Director: Kieran Moroney
Associate Creative Director: Shane Geffen
Senior Designer: Simon Gray
Account Manager: Natasha Wolvers
Senior Integrated Producer: Aaron Rocca
Photographer: Cory White
Photography Assistant: Ryan Stamatiades
17 Comments
A great time to see some positive enviro ads being made. Thumbs up VMLYR
NICE EXECUTION.STRONG.
Imagine ripping off a Shane Warne maccas ad https://www.dailymotion.com/video/x305kmv
Sorry mate, not all ads that use an out of focus technique are the same. This ad is based on actual fishing behavior, read the first line of the press release.
https://adland.tv/adnews/vw-volkswagen-polo-wedding-surprisingly-ordinary-prices-print-1997
Stevo and Ando are walking around a BCF store, buying some gear for their weekend of camping, drinking OP rum, and losing lures.
“Seen that Ozfish ad?” say Ando.
“Yeah, fuckin derivative of that Shane Warne Maccas TV from 2010” Stevo replies with disdain
“As if, it was an absolute rip of the same focus technique for a Polo ad done 23 years ago at BMP DDB. now DDB London.” Ando elaborates with a sense of superiority.
“To be fair, you do love to hold a massive donkey of a cod for your trophy shots, don’t ya?” Stevo says with an insightful look in his eye.
“Yeah, I do. Guess the folks at OzFish actually understand who we are, and how we live our lives.” Ando muses.
“Fair go.” Stevo says with finality.
Imagine being a sad enough to think anyone remembers a Maccas ad from 5 years ago, let alone “rip it off”. This is a different idea, if you and Polo boy can’t see that, get out of the industry.
HAVING SO MUCG TIME UP YOUR SLEEVE YOU DESPERATELY SEARCHED FOR SOMETHING SIMILAR TO MAKE YOURSELF FEEL BETTER THAT YOU HAVE RECENTLY BEEN FIRED FROM AN AGENCY AND NOTHING BETTER TO DO. AND THAT YOU , ALSO HAVE NEVER MADE ANYTHING OF ANY VALUE.
@IMAGINE Can you please keep your voice down, I’m trying to work here in isolation.
Fishos will get it and more importantly, get the message OzFish are communicating. Isn’t that the whole point of ads?
If the best part of this idea is Couple of Blokes Fishing’s comment.
Probably stole it from an old maccas execution though
Whether inspired, influenced, ripped off of the hundreds of executions before it, or not. They’re shit.
You couldn’t catch a fish if I used you for bait.
silly, dumb, frustrated, mid weight white guys having a bitch.
On the front cover of a magazine. Will get more eyeballs and have more impact than anything you miserable losers have ever produced. Name something if you have. I dare ya.
It’s an ad for a barbaric past time we still brand as a ‘sport’ enjoyed by those with tiny peckers and too much time on the their hands. The little bastards don’t have arms for Gods sake!
One day I’m reading a story from 2050 and then the next I reading a debate about an idea from the 90’s. Advertising, you little minx.