Concept/Purpose of the Work:
This is a conceptual piece presented to Johnson Outdoors, a family of outdoor brands. Though not implemented, I felt it was relevant to present to the Design Show since it taps into the indomitable and competitive spirit of the American people. The Problem: The pandemic has created a large, unwelcome distance between people in all aspects of our lives from work to play. It's also created a new breed of water warriors who are just beginning to take on the hobby and take up the space experienced anglers love so dearly. It's time Johnson Outdoors stood up to help seasoned fisherfolk not just move away from the competition, but move ahead—all while embracing the natural socially-distanced design of the sport. The Solution: Social Fishtancing is a co-branded campaign using Johnson Outdoors fishing brands: Humminbird, Minn Kota, and Cannon. This campaign introduces friendly competition between the amateurs and the well-versed fisherfolk, inspiring them to find the gear they need to step above the rest.
Results of the Work:
We intended to land the message that now is the time for the experienced fisherfolk to establish themselves as lords and ladies of the lake—and show those noobs how it's done.
Social Fishtancing is a new movement that would have evolved into a consumer/company relationship. It would have grown over time, putting Johnson Outdoors at the center of the industry and the thought leader.
How the Work Was Delivered to the Masses:
In addition to supplying gear that sets the best apart, a multi-channel campaign would have fostered the spirit of true competition using print, social media, digital display, and a series of short videos starring Nick Offerman. Since this was conceptual, only a few of the potential pieces were mocked up.
Christopher Marble: Creative Director, Art Director, Writer
Andrew Bowsher: Writer
Steve Stwalley: Writer