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抓地力和笑容
案例简介：OzFish Unlimited在VMLY & R墨尔本的帮助下，发起了一项新的运动，以加速休闲捕鱼社区参与鱼类栖息地的恢复。 通过一系列强大的图像，新的广告系列通过使用聚焦水道而不是鱼的图像，翻转了垂钓者及其渔获物的陈词滥调的 “抓地力” 照片。 它与澳大利亚最受欢迎的钓鱼杂志fishing World一起发行，并带有特别版封面，该封面将通过使用其中一个运动图像来打破50年的传统。 它将得到媒体，社交和户外活动的支持，旨在鼓励休闲渔民成为OzFish成员，并开始积极参与栖息地恢复。OzFish的主要合作伙伴BCF也将在未来几个月内推出该活动。 OzFish Unlimited的首席执行官兼创始人Craig Copeland说: “现在是时候颠覆传统思维，把注意力转向改善水道，而不仅仅是我们能从水道中捕获的鱼。” VMLY & R墨尔本ECD的Jake Barrow说: “钓鱼是澳大利亚最受欢迎的娱乐消遣之一。但是在过去的几十年中，由于人类和环境对其栖息地的影响，鱼类种群减少了。作为一个刚刚在艾尔河上钓鱼一周的人，与你的渔获物合影几乎和登陆鱼本身一样重要。这就是为什么澳大利亚的钓鱼圣经《钓鱼世界》在封面上使用这些类型的照片已有50多年了。我们喜欢我们能够翻转这个事实，同时为最古老的广告媒介之一注入新的活力。 OzFish是一个组织，休闲渔民聚集在一起，帮助恢复，保护和加强整个澳大利亚的捕鱼活动。
抓地力和笑容
案例简介：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. CEO and Founder of OzFish Unlimited Craig Copeland says: “It’s time to disrupt traditional thinking and turn attention to improving waterways instead of just the fish that we can catch from them.” Jake Barrow, VMLY&R Melbourne ECD says: “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.
Grip and Grin
案例简介：OzFish Unlimited在VMLY & R墨尔本的帮助下，发起了一项新的运动，以加速休闲捕鱼社区参与鱼类栖息地的恢复。 通过一系列强大的图像，新的广告系列通过使用聚焦水道而不是鱼的图像，翻转了垂钓者及其渔获物的陈词滥调的 “抓地力” 照片。 它与澳大利亚最受欢迎的钓鱼杂志fishing World一起发行，并带有特别版封面，该封面将通过使用其中一个运动图像来打破50年的传统。 它将得到媒体，社交和户外活动的支持，旨在鼓励休闲渔民成为OzFish成员，并开始积极参与栖息地恢复。OzFish的主要合作伙伴BCF也将在未来几个月内推出该活动。 OzFish Unlimited的首席执行官兼创始人Craig Copeland说: “现在是时候颠覆传统思维，把注意力转向改善水道，而不仅仅是我们能从水道中捕获的鱼。” VMLY & R墨尔本ECD的Jake Barrow说: “钓鱼是澳大利亚最受欢迎的娱乐消遣之一。但是在过去的几十年中，由于人类和环境对其栖息地的影响，鱼类种群减少了。作为一个刚刚在艾尔河上钓鱼一周的人，与你的渔获物合影几乎和登陆鱼本身一样重要。这就是为什么澳大利亚的钓鱼圣经《钓鱼世界》在封面上使用这些类型的照片已有50多年了。我们喜欢我们能够翻转这个事实，同时为最古老的广告媒介之一注入新的活力。 OzFish是一个组织，休闲渔民聚集在一起，帮助恢复，保护和加强整个澳大利亚的捕鱼活动。
Grip and Grin
案例简介：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. CEO and Founder of OzFish Unlimited Craig Copeland says: “It’s time to disrupt traditional thinking and turn attention to improving waterways instead of just the fish that we can catch from them.” Jake Barrow, VMLY&R Melbourne ECD says: “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.
抓地力和笑容
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Grip and Grin
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