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THE GREAT AWAITS

Making a 150-year old heritage brand feel like an original again.

Every agency uses “storytelling” as a buzz term. We believe it’s fundamental to good advertising. With five distinct product categories–dogs, fly fishing, hunting, women’s and men’s apparel–Orvis sought to solve a challenge that had vexed them for years. No matter the channel, how to make their brand stand for one thing, instead of five? And how to do it in a way that felt both timeless and fresh?

Based on the strategy, “Make an adventure out of life,” we developed The Great Awaits. And with it, a distinct storytelling style that invites outdoor lovers to imagine the joy of wading into the natural world, anticipating their own next great adventure. After extensive consumer testing, the campaign is being rolled out in an integrated nationwide launch fall 2018.

CLIENT: ORVIS  
PRODUCTION: ADMIRABLE DEVIL /ORVIS CREATIVE