The Problem
Every year, the Singapore Red Cross organizes a charity fishing competition to raise funds for children in need. But year after year, the biggest challenge wasn’t the fish — it was getting fishermen to show up.
The Insight
Fishermen don’t want ads. They want bites. If we could turn the flyer into a functional tool, it wouldn’t be something they throw away — it would be something they throw in.
Fishermen don’t want ads. They want bites. If we could turn the flyer into a functional tool, it wouldn’t be something they throw away — it would be something they throw in.
The Story We Told
We created The Fishing Flyer — an invitation that actually helps you fish.
Each flyer was printed with real bait enhancer — edible fish attractant — and designed with biodegradable, perforated strips that anglers could tear off and toss directly into the water.
In essence, every word, image, and graphic became part of the bait.
We created The Fishing Flyer — an invitation that actually helps you fish.
Each flyer was printed with real bait enhancer — edible fish attractant — and designed with biodegradable, perforated strips that anglers could tear off and toss directly into the water.
In essence, every word, image, and graphic became part of the bait.
Distributed through fishing shops and clubs across Singapore, the flyer turned passive promotion into active participation — literally helping fishermen catch more fish as it invited them to join the cause.
The Outcome
The flyer became bait.
And the bait worked.
Hundreds of anglers turned out.
Thousands of fish were caught.
And in a single day, the Singapore Red Cross raised over $21,000 for children in need.
Thousands of fish were caught.
And in a single day, the Singapore Red Cross raised over $21,000 for children in need.
Sometimes, the best way to spread the word — is to feed the water.
Shortlist on AD Stars 2015 / Design
Shortlist on AD Stars 2015 / Outdoor
Shortlist on AD Stars 2015 / Promo
ECD: Erick Rosa
Art Directors: Andrew Ho / Martin Copolla
Writers: Guy Lewis
Photographer: Alvin Tan (Teo Studios)
Account Servicing: Gonzalo Olivera / Fan Yang / Cara Foong
Producer: Kelvin Lee / Gabriel Li (Frame by Frame Pictures)
Editing: Frame by Frame Pictures
Music: Audio Network