MPI’s ongoing Fishing Rules app campaign was given an injection of Kiwi humour through Larry and Gary, the talking fish.

Challenge

Fishing is one of New Zealand’s most popular recreational activities. Research into recreational fishers from 2021 highlighted that one third of the public had been fishing or seafood collecting in the past 12 months. This represented an increase of 60%, compared to previous research done in 2018.

And yet, only 39% of fishers check the rules most or every time they go fishing.

This is in part due to less than 30% of fishers being aware that the catch, size, and area limits can change often. Those that know that rules change are more likely to feel it is important to follow the rules.

Solution

Video was an emphasis for the 2021 campaign, adding a more emotive layer to the previous year’s mostly digital focus. Our creative team really went outside the box with this one, inventing the characters of Larry and Gary, two snapper with a very Kiwi brand of humour.

The videos featured messages focused on sustainability and on the fines that could be incurred if caught breaking the fishing rules. The videos were supplemented with digital display and out-of-home channels relevant to fishing-related activities.

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We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.

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