about meat
creative muscle for hire: jenn huckins, art director + jason koertge, copywriter
lacrosse footwear
artists rep theatre
adidas
vis seafoods
airflo flylines
handsome smooths
idylwilde flies
portland trail blazers
abu garcia
microsoft
federal
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leatherman
echo flyfishing
vista hills winery
the good life
ellington
outlast
concordia university
propel biofuels
imelda's shoes
fenwick
willamina
bedford brown
nightrider jewelry
tillamook forest
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AIRFLO FLYLINES | print:
Most flyfishers under 40 have yet to gain a solid brand affinity, so we focused Airflo's rebrand on young(ish) fishing guides and sub-40 enthusiasts. We had zero cash in the budget for photos here (Jenn took the little shots you see with a point-and-shoot), so the long copy strategy was pulled from the bag 'o' meat tricks. Long copy means you gotta come up with odd statements to garner intrigue, then the narratives move into quasi-controversial topics these proudly "dirtbag" fishermen could find humor inside-all while sneaking in key details about Airflo flylines' unique properties.
Must've worked. Airflo received numerous complaints from the older generation and with that, rabid new brand loyalty amound the younger set and more than a 40% increase in sales.
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