The typical ad for Zebco’s legendary rods and reels used to be a grandpa and grandson sitting on the doc staring at an unmoving bobber. To bring new generations to fishing, we helped the brand reinvent itself — showcasing more of fishing’s spirit of adventure and championing it as an active, outdoor sport that can be easily enjoyed by anyone, almost anywhere.

Something that once experienced with friends and family, can be pretty contagious.

To rejuvenate the brand, and the fishing category, we took the impossibly “catchy” theme song from the Andy Griffith Show and rerecorded it with popular Indie Rock group Bad Bad Hats. Believe it or not, the song had lyrics (originally sung by Andy Griffith) that fit perfectly with our messaging: Fishing isn’t just about catching fish. It’s about spending time outdoors with the people you love.

Partnering with a diverse set of Instagram influencers (including a traveling family of 7, a blind skateboarder, and a US National Team Kayaker), we launched “Choose Our Adventure” — a social campaign where influencers took over our Instagram account of the course of a weekend excursion. Along the way, they polled our audience to vote on everything from where to go and what to do on their fishing adventure via Instagram Stories.

We further capitalized on the Andy Griffith show theme to get our audience to engage with the brand and show off their best whistling to win fabulous fishing prizes!