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.
> Roll: Art Director CD: Michael Carpenter (art) CD: Bruce Gray (copy) Strategy: Joel Johnson