Challenge
Create a Canada-wide awareness campaign for the Canadian National Sportfishing Foundation's annual event, National Fishing Week.
Approach
We focused on the diversity of Canada's landscape through print and digital ads by featuring locations across the country. We emphasized the accessibility of fishing by associating it with ownership and comfort, using the tagline, "Canada's backyard is waiting." This phrase also served to create some urgency, as though time is passing with opportunities to experience nature waiting just outside one's backdoor.
