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握力和咧嘴笑
案例简介：OzFish Unlimited在VMLY & R Melbourne的帮助下发起了一项新的运动，以加快休闲捕鱼社区对鱼类栖息地恢复的参与。通过一系列强大的图像，新的广告系列通过使用以水道为焦点而不是以鱼为焦点的图像，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《钓鱼世界》 (fishing World) 一起发行，并带有特别版封面，该封面将使用其中一张广告系列图片打破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的恢复。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克雷格·科普兰 (Craig Copeland) 说: “现在是时候颠覆传统思维，把注意力转向改善水道，而不仅仅是我们可以从它们身上捕捞的鱼了。” VMLY & R Melbourne ECD的Jake Barrow说: “钓鱼是澳大利亚最受欢迎的娱乐方式之一。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。作为刚刚在艾尔河 (Aire River) 上钓鱼一周的人，与渔获物合影几乎与上岸鱼一样重要。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多年的历史了。我们喜欢我们能够翻转这个事实，同时为最古老的广告媒体之一注入新的活力。“。OzFish是一个休闲渔民聚集在一起的组织，帮助恢复、保护和加强澳大利亚各地的捕鱼活动。澳大利亚VMLY & R为OzFish制作的印刷广告，类别包括: 媒体、公共利益、非政府组织。
握力和咧嘴笑
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. Print advertisement created by VMLY&R, Australia for OzFish, within the categories: Media, Public Interest, NGO.
Grip and Grin
案例简介：OzFish Unlimited在VMLY & R Melbourne的帮助下发起了一项新的运动，以加快休闲捕鱼社区对鱼类栖息地恢复的参与。通过一系列强大的图像，新的广告系列通过使用以水道为焦点而不是以鱼为焦点的图像，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《钓鱼世界》 (fishing World) 一起发行，并带有特别版封面，该封面将使用其中一张广告系列图片打破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的恢复。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克雷格·科普兰 (Craig Copeland) 说: “现在是时候颠覆传统思维，把注意力转向改善水道，而不仅仅是我们可以从它们身上捕捞的鱼了。” VMLY & R Melbourne ECD的Jake Barrow说: “钓鱼是澳大利亚最受欢迎的娱乐方式之一。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。作为刚刚在艾尔河 (Aire River) 上钓鱼一周的人，与渔获物合影几乎与上岸鱼一样重要。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多年的历史了。我们喜欢我们能够翻转这个事实，同时为最古老的广告媒体之一注入新的活力。“。OzFish是一个休闲渔民聚集在一起的组织，帮助恢复、保护和加强澳大利亚各地的捕鱼活动。澳大利亚VMLY & R为OzFish制作的印刷广告，类别包括: 媒体、公共利益、非政府组织。
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. Print advertisement created by VMLY&R, Australia for OzFish, within the categories: Media, Public Interest, NGO.
握力和咧嘴笑
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Grip and Grin
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