Recfishwest launches new brand awareness ‘Cast Of Thousands’ campaign via Lateral Aspect
Lateral Aspect has launched its ‘Cast Of Thousands’ brand awareness campaign for state recreational fishing body Recfishwest.
The campaign is headlined by ‘real’ stories depicted in 3×90 second films, and a statewide push with 3×30 TVCs. The stories are those of burgeoning social media identity, ‘Derby Jetty Queen’ Katlyn Yeeda, well known journalist and Western Angler editor Scott Coghlan and former Olympian, Emma George.
Says Joanne Wells, account director, Lateral Aspect: “The campaign hopes to increase awareness of the overall joy involved in recreational fishing as a pastime, rather than the fish people catch.
“We were so lucky to come across Katlyn, this amazing young woman who is doing such brilliant things, all the way up there in Derby. Outside of her already big, and ever growing, following online (Yeeda has 14k followers on her Derby Jetty Queen Blog) she is such an impressive person, and her story in particular is beautiful and basically really representative of where Recfishwest is positioned.
“The campaign covers a good cross section of regions, age demographics and has a lovely focus on the attributes of fishing in relation to mental health, time-out, fun and also the advocacy that Recfishwest provides on behalf of more than 700,000 recreational fishers.”
Wells, who joined Lateral from a senior marketing and management role with KPMG in 2021, has been instrumental in a busy period for the Jolimont independent who last year opened a shop in Canberra, and recently took out best tourism website at the Australian Web Industry Awards for client, Tourism WA.
VIEW THE CAST OF THOUSANDS, KATLYN FILM
VIEW THE CAST OF THOUSANDS, SCOTT FILM
VIEW THE CAST OF THOUSANDS, EMMA FILM
Director: Ian Reiser
Creative Director: Mark Lucas
Associate Creative Director: Jasmin Bernhagen
Art Director: Georgina McKay
Copywriter: Mark Lucas
Cinematographer: Torstein Dyrting
Camera Assist: Jake Parker
Production Company – R Squared
Music Composer – Robert Upward
Agency Producer: Bill Lucas
Account Director: Joanne Wells
Audio Post Production: Matthew Gerber-Corn
Sound Production Company: Sonic Playground
