Takemefishing.org // Recreational Boating and Fishing Foundation
Faced with a tiny budget, we came up with the idea of trading web banner space on takemefishing.org for otherwise unused print space in magazines.
From Colle+McVoy: "Takemefishing.org, The Recreational Boating and Fishing Foundation's consumer brand, has become one of the nation's primary vehicles for increasing interest and participation in boating and fishing. In order to build awareness among the next generation of anglers, we used a traditional medium like print in non-traditional ways. We partnered with outdoor lifestyle publications to place messaging in unexpected places such as the gutter, next to page numbers and even the staples that hold the magazine together
Featured as the pick of the day on Communication Arts Creative Exhibit and in a Communication Arts Interactive Annual feature about Colle+McVoy. This campaign was the single most awarded campaign at The Show (Minnesota's regional ADDY awards).
Client: Recreational Boating and Fishing Foundation
AD: Lindsay Aho / Briana Auel
CW: Lee Hanson / Jenny Kirmis / John Neerland
ACD: Joe Monnens
ECD: Mike Caugin
Agency: Colle + McVoy - MPLS
Staple Gutter Ad
Small space gutter ad #1 uses the magazine binding staple as part of the concept.
LINE: Find out where the fish are biting at takemefishing.org.
Gutter Ads
The following "Gutter" small space ads utilized the magazine center gutter to extrude graphics and messages.
"Gutter" small space ad #2 - LINE: Find hard-to-find fishing spots at takemefishing.org.
"Gutter" small space ad #3 - LINE: Discover fishing techniques that no fish can hide from on takemefishing.org.
"Gutter" small space ad #4 - LINE: Find thousands of boating and fishing hot spots at takemefishing.org
Small Space + Article Ad
"Find Fish Faster" small ad is an actual media buy that also utilizes words from an actual article in the publication to emphasize our brand promise. Each instance of the word “Fish” in the adjacent article was highlighted yellow.
Page Number Ads
"Page Number" small space ads using the page numbers as part of the headline in the concept.
