Something’s in the water for female anglers in RBFF campaign

RBFF

Director Fern Berresford’s new spot for the non-profit Recreational Boating and Fishing Foundation (RBFF) latest national Take Me Fishing campaign created in collaboration with creatives at Colle McVoy.

A feel-good fishing-inspired spot, “Find Your Best Self on the Water” marks Berresford’s first U.S.-based shoot and commercial work since joining the roster at Rakish, as the RBFF work highlights empowered women confidently casting their lines into the waters of life and finding their best selves.

Much has been written about the negative effects of modern life, especially social media, on the mental health and wellness of girls, and as the Take Me Fishing campaign suggests, fishing could offer girls a much-needed outlet.

Pulling from the witty script written by the agency, Berresford contributes to its subtle humor and whimsy weaving together vignettes of healthy, happy, and capable women of all ages who, after bouts of focused fishing, go on to crush it at the school science fair, make the game-winning three-pointer, and even walk on the moon.

Each RBFF vignette is bolstered by the poetic and awe-inspiring spoken word narration, which describes women as “forces of nature” who draw strength from the waters they fish.  Watch below:


REELated:


“As with all of art, I think the more diversity and equality in the voices telling the stories the better,” shared Berresford. “This RBFF spot is all about empowering and inspiring women to try something new, so the message resonated with me.”

The RBFF campaign was created in promotion of new research conducted in partnership with Ipsos, which showed that fishing provides positive psychological benefits for women, including promoting greater perseverance and grit, The Take Me Fishing 2023 campaign comes just in time for Mental Health Awareness Month.

Additionally, almost half of female anglers do not feel respected by the broader angling community with more than 1 in 3 feeling stereotyped. This RBFF campaign aims to confront these barriers and inspire women everywhere to challenge themselves to try something new to help them find their best self while supporting a more inclusive fishing and boating environment. Working closely with the creatives at Colle McVoy, Berresford visually underscores the research.

Berresford’s tendency towards impactful visual storytelling gels with Rakish’s supercharged cinematic vision, as she experiments daringly with engaging characters and dynamic concepts that are saturated with a social conscience. This triumphant Take Me Fishing™ campaign, with its swathes of beautifully-shot nature, engaging female portraiture, and adventurous mood, is no different.

Berresford is known for making commercials with creative and socially conscious concepts she feels connected to, particularly when it comes to women’s issues. In 2021, she created a spot for the UK domestic abuse nonprofit Women’s Aid, entitled “World’s Strongest Women,” which cleverly captured the stories of fierce women facing abuse. As it centers on female anglers, “It’s in the Water,” uses flourishes of tenacity and ambition to convey one central idea—women can achieve anything they put their minds to.

“Our creative goal for the project was to shoot a visually vibrant, exciting, and enthralling narrative, told with a whimsical cinematic flare and a warm human touch to the performances,” concluded Berresford. “We wanted to show fishing from a fresh, imaginative perspective; placing a new set of heroines at the helm, to empower and inspire women across America to try something new, grab a rod and get out on the water.”

CREDITS: 

CLIENT: Recreational Boating and Fishing Foundation (RBFF)

  • Director of Marketing: Rachel Piacenza
  • Sr. Digital Marketing Director: Joanna Lario

AGENCY: Colle McVoy

  • Executive Creative Director: Dustin Black
  • Creative Director / Copywriter: Carla Ballecer
  • Creative Director / Art Director: Brian Boord
  • Producer: John Borchardt
  • Group Account Director: Mike Schwab

PRODUCTION COMPANY: Rakish

  • Director: Fern Berresford
  • Managing Director: Preston Garrett
  • Executive Producer: Gabe Reiter
  • Head of Production: Heather Weinstock
  • Creative Producer: Chiara Useche
  • Line Producer: Russell Katzman
  • Line Producer: John Malina
  • Asst. Prod. Supervisor: Emily Critcher
  • 1st A.D: Rick Fisher
  • 2nd A.D: Chad Schwartzkopf

EDIT: Whitehouse Post – US

VFX: Carbon

MUSIC: Squeak E Clean Studios 

SOUND AND MIX: HiFi


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RBFF

Director Fern Berresford’s new spot for the non-profit Recreational Boating and Fishing Foundation (RBFF) latest national Take Me Fishing campaign created in collaboration with creatives at Colle McVoy.

A feel-good fishing-inspired spot, “Find Your Best Self on the Water” marks Berresford’s first U.S.-based shoot and commercial work since joining the roster at Rakish, as the RBFF work highlights empowered women confidently casting their lines into the waters of life and finding their best selves.

Much has been written about the negative effects of modern life, especially social media, on the mental health and wellness of girls, and as the Take Me Fishing campaign suggests, fishing could offer girls a much-needed outlet.

Pulling from the witty script written by the agency, Berresford contributes to its subtle humor and whimsy weaving together vignettes of healthy, happy, and capable women of all ages who, after bouts of focused fishing, go on to crush it at the school science fair, make the game-winning three-pointer, and even walk on the moon.

Each RBFF vignette is bolstered by the poetic and awe-inspiring spoken word narration, which describes women as “forces of nature” who draw strength from the waters they fish.  Watch below:


REELated:


“As with all of art, I think the more diversity and equality in the voices telling the stories the better,” shared Berresford. “This RBFF spot is all about empowering and inspiring women to try something new, so the message resonated with me.”

The RBFF campaign was created in promotion of new research conducted in partnership with Ipsos, which showed that fishing provides positive psychological benefits for women, including promoting greater perseverance and grit, The Take Me Fishing 2023 campaign comes just in time for Mental Health Awareness Month.

Additionally, almost half of female anglers do not feel respected by the broader angling community with more than 1 in 3 feeling stereotyped. This RBFF campaign aims to confront these barriers and inspire women everywhere to challenge themselves to try something new to help them find their best self while supporting a more inclusive fishing and boating environment. Working closely with the creatives at Colle McVoy, Berresford visually underscores the research.

Berresford’s tendency towards impactful visual storytelling gels with Rakish’s supercharged cinematic vision, as she experiments daringly with engaging characters and dynamic concepts that are saturated with a social conscience. This triumphant Take Me Fishing™ campaign, with its swathes of beautifully-shot nature, engaging female portraiture, and adventurous mood, is no different.

Berresford is known for making commercials with creative and socially conscious concepts she feels connected to, particularly when it comes to women’s issues. In 2021, she created a spot for the UK domestic abuse nonprofit Women’s Aid, entitled “World’s Strongest Women,” which cleverly captured the stories of fierce women facing abuse. As it centers on female anglers, “It’s in the Water,” uses flourishes of tenacity and ambition to convey one central idea—women can achieve anything they put their minds to.

“Our creative goal for the project was to shoot a visually vibrant, exciting, and enthralling narrative, told with a whimsical cinematic flare and a warm human touch to the performances,” concluded Berresford. “We wanted to show fishing from a fresh, imaginative perspective; placing a new set of heroines at the helm, to empower and inspire women across America to try something new, grab a rod and get out on the water.”

CREDITS: 

CLIENT: Recreational Boating and Fishing Foundation (RBFF)

  • Director of Marketing: Rachel Piacenza
  • Sr. Digital Marketing Director: Joanna Lario

AGENCY: Colle McVoy

  • Executive Creative Director: Dustin Black
  • Creative Director / Copywriter: Carla Ballecer
  • Creative Director / Art Director: Brian Boord
  • Producer: John Borchardt
  • Group Account Director: Mike Schwab

PRODUCTION COMPANY: Rakish

  • Director: Fern Berresford
  • Managing Director: Preston Garrett
  • Executive Producer: Gabe Reiter
  • Head of Production: Heather Weinstock
  • Creative Producer: Chiara Useche
  • Line Producer: Russell Katzman
  • Line Producer: John Malina
  • Asst. Prod. Supervisor: Emily Critcher
  • 1st A.D: Rick Fisher
  • 2nd A.D: Chad Schwartzkopf

EDIT: Whitehouse Post – US

VFX: Carbon

MUSIC: Squeak E Clean Studios 

SOUND AND MIX: HiFi


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