making waves with the recreational boating and fishing foundation.
The Recreational Boating & Fishing Foundation asked us for a women’s initiative. We did it our own way. We invited all women to get on the water. We wrote rally cries instead of headlines, built content instead of commercials and invited women of all walks of life to make waves and get their fish on.
An anthem video featuring a strong female-led track kicked off the reinvention of the world’s oldest pastime.
A confident and bold tone combined with an unprecedented photography style (Google 'women fishing...you won't see anything like this) offered women a chance to see themselves on the water.
Fun and empowering social and digital content carried the message through...
and encouraged women from all over the internet shared how they were #MakingWaves,
While a landing page to make it easier than ever for everyone to get their fish on, find inspiration, and keep up with other female anglers.
“This is an exciting time for the fishing and boating industry. Women are heading to the water in record numbers, and we now have the opportunity to develop these new anglers into ambassadors for future generations. We are proud to be leading our industry in providing a rallying cry for women across the country.”
ECD: Laura Fegley
CD: Dustin Black
Designer: Jacob Boie