AdAge Small Agency of the Year
what we did
industry
retail
outdoor
collateral
print
online
tradeshow
modes activated
learning
inspiring
connecting
the challenge
Innovative features from other companies were eroding their market share and reputation. Even worse, anglers thought Plano was starting to feel vanilla. They issued Spawn a not-so-simple task: help them win best of show at ICAST to gain world domination.
we were curious
(Twist our arms, being anglers ourselves.) What we found was a lot of similarity in products and messaging. With lots of “grip and grin” shots, nobody really owned the idea of the organization or mastery that goes into fishing.
genuine human understanding
We discovered that anglers are as obsessive about their sport as they are the gear that goes with it. The better their boxes, rods and reels are, the more they feel like they can excel at their sport. Plano’s new tackle box was the promise of mastery.
the wild idea
The box had a look like no other with unique edges and a contoured design. Which made us think, why not use it to play into the obsessiveness of anglers and celebrate it. Through this campaign Plano enabled you to Keep Your Edge.
the result
which opened new doors to securing shelf space at retailers.