Reeling in new audiences and building social license.
Client: NSW DPI Fisheries
Agency: The Brand Pool
Role: Creative direction / Copywriting / Script & storyboarding / Content art direction / Campaign design
Impact: Increased brand awareness with the largest number of impressions on a DPI social post - 2 million impressions.
NSW DPI enlisted our services to launch their "Fish for Life" brand—the campaign aimed to promote recreational fishing as an inclusive, responsible, and sustainable activity. Specifically targeting women and families already engaged in outdoor activities, the objective was to attract new audiences to fishing and reshape perceptions about the pastime.
Audience insights revealed that our target demographic likely enjoyed outdoor activities like surfing, camping, and hiking. Leveraging this information, we crafted a narrative that resonated with them: "Live for adventure, fish for life." Additionally, the campaign aimed to build social license, fostering pride in existing anglers and promoting responsible fishing practices with the tagline "Live for fishing, fish for life."
Live for adventure – 60 second spot targeting women and families.
Live for fishing – 60 second spot targeting existing anglers.
Shorter spots were used across social media.
The campaign succeeded, resulting in various new commissions under the Fish for Life platform, including the NSW DPI Recreational Fishing Strategy. A subsequent micro-campaign focused on addressing fishing-related litter and marine debris. The key insight for this initiative was that recreational anglers take pride in their fishing spots and desire to preserve them for future generations.
To achieve this goal, we developed six thematic messages accompanied by practical tips to minimize littering and preserve the beauty and health of NSW waterways. These messages were delivered through instructional short social videos, providing valuable tips and modelling positive behaviours for recreational anglers.
Fish smarter – 30-second spot | Keep it clean campaign.
Leave no trace – 30-second spot | Keep it clean campaign.
Get involved – 30-second spot | Keep it clean campaign.