Out of pure curiosity, Colle McVoy creative director Lydia Choi posed the following questions at a client kickoff: “Who introduced you to fishing? Do you still fish? If not, what happened?”
Unanimously, the women at the meeting chimed in with very similar experiences: “Yes, I’ve fished–and my dad/grandpa/uncle taught me when I was a kid. In my pre-teen years though, the invitation to fish fell off. So, I stopped fishing–though my family member still does with friends.”
Nearly two years later, Take Me Fishing (Recreational Boating and Fishing Foundation) is rolling out a national campaign encouraging dads to invite their daughters back out on the water for Father’s Day while echoing the stories of these women and women from across the U.S.
Centerpiece of the campaign is this animated short, “Second Catch,” created by Colle McVoy in partnership with Minneapolis based MAKE studio, with Andrew Chesworth serving as animation director. A daughter and a granddaughter learn how to fish–and love it–but this time around hopefully the new generation will get the chance to continue, taking the prior generation along for the return ride.
“There’s beautiful imperfection in this story that we wanted to claim without making anyone feel bad,” shared Recreational Boating & Fishing Foundation marketing director Rachel Piacenz. “What causes people to fall away from and then back to fishing are subtle–and we see that unfold in how this tradition is passed down from one generation to the next.”
Over 1,000 animation artist hours and almost five years (1,728 days) of render time were recorded from when work kicked off in late February until the final animation shipped in late May.
According to the team, it was important to go the animation route to give viewers the canvas space to see themselves in the story.
“We did explore telling this story through live-action. Ultimately we felt animation was necessary for telling the story with the passage of time, giving people the space to see themselves in the animated characters. There’s so much magic to sprinkle around through animation–every expression, texture, lighting and more. We imagined and the talented hands at MAKE manifested even the most minute details,” said Colle McVoy’s Choi.
“Fishing is about so much more than just catching a fish,” shared Colle McVoy ECD Dustin Black. “While I wait and watch the bobber in the water with my daughter, I’m making memories I’ll never forget.”
The “Second Catch” animated film will receive significant distribution within Disney CTV which includes Disney+, Hulu, and DXP (DXP is Disney’s streaming solution providing reach across Disney’s vast portfolio of TV networks such as Disney kid’s networks, ABC, ESPN, Freeform, National Geographic and more).
The animated video cuts will run across Facebook, Instagram, Reddit and TikTok.
CreditsClient Recreational Boating and Fishing Foundation Agency Colle McVoy Ciro Sarmiento, chief creative officer; Dustin Black, executive creative director; Lydia Choi, creative director; Greta Hatzung, designer; Kelly Herring, copywriter; Allison Sadeghi, sr. producer. Production Company MAKE Danny Robashkin, creative director; Owen Robashkin, exec producer; Aaron Dabelow, producer; Andrew Chesworth, animation director; Aaron Dabelow, technical director; Alec Soelle, Alex McKenzie, Josh Schneider, Kevin Wisdom, story artists; Jacklyn Heeyun Kim, Josh Schneider, Menghan Wang, Pei Hua Yang, Rayna Buxton, designers; Alex McKenzie, Angie Orbeta, Anushka Sudhakar, Cody Vinson, Daniel Blanco Ramos, David Almeida, Dusty Smith, Felix Eyal, Guga Baraldi, Jean Moreno, Jeffer Rossi, Jesus Gutierrez Fernandez, Joe Kim, Jordan Powers, Jun Liu, Kevin Wisdom, Lauren Carr, Ling Zhao, Lisa Cui, Paola Velez-Miranda, Riley Eastman, Sofia Tonin, Stanley McNeiece, Szu Yu Liao, Zaini Jalani, 3D artists.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More