12.17.07

R.L. Winston Rod Co. print ads

Print Ads, Business

When creating these ads the goal, of Wenham, Massachusetts-based Mullen, was to show that these fly rods make fisherman successful. As with previous efforts for Winston, the look-and-feel of the campaign reflect the craftsmanship and storied past of the company: The tone is assertive and confident; type treatments were influenced by old angling ads; the maps date to the time of the company's 1929 founding; and saltwater-weathered boards were used as backgrounds. The approach will be extended into a campaign for Winston's freshwater rods, as well as a variety of digital executions, point-of-purchase, a catalog and the Winston site.

Mike Shaughnessy, art director; Bryan Karr, writer; Jim Hagar, group creative director; Edward Boches, chief creative officer; Alice Blue, illustrator; David Ondaatje/John Konkal/Michael Faye, photographers.

www.mullen.comwww.winstonrods.com