THE GREAT AWAITS
The first Orvis opened in Vermont in 1856. Over the next century and a half, they would transform fly fishing, reinvent catalog marketing and expand to other outdoor pursuits. But there was one problem they had yet to crack: uniting five distinct product categories under one unified brand.
The Great Awaits launched in outdoor, digital, print and direct. The ensuing 18% increase in sales led Orvis to invest in national TV spots for the first time in their 160 year history.
Living The Dream :90
Living The Dream :30
PRODUCTION COMPANY: TRAVELER FILMS
DIRECTOR: TONY MCNAMARA
EXECUTIVE PRODUCER: STEVEN GOULD
EDITORIAL: DEVIL PICTURES
“LTD” MUSIC: HIFI PROJECT
“ANTHEM” MUSIC: BROTHERYN STUDIOS
PRINT PRODUCTION: ADMIRABLE DEVIL/ORVIS CREATIVE
Orvis H3 Launch Campaign:
Using hyper targeting to launch the most accurate fly rod ever made.
Orvis’ flagship fly rod was a category disruptor–and so the only logical thing to do was create a launch campaign to match. These eye-popping digital ads targeted rod shop owners and dealers. They lead to the H3 becoming the most pre-ordered product in the company’s history.
PHOTOGRAPHY: TOM CORBETT