Holland Unveils Campaign for Trout Unlimited

A print effort from Holland Mark uses evocative outdoor photography to illustrate Trout Unlimited’s message of cold-water habitat preservation.

A series of ads created pro bono casts fly fishing as an environmentally sound alternative to “fish farming,” which along with pollution can deplete rivers and streams and ruin delicate ecosystems, agency executives said.

The campaign urges fishermen and other outdoor enthusiasts to join Arlington, Va.-based Trout Unlimited, the country’s largest cold-water fisheries conservation organization.

“This is an artistic way of getting a meaningful message across,” said Steve Moyer, vice president of conservation programs at Trout Unlimited. “Those who enjoy fishing need to give back to this resource to sustain it over time.”

Each ad features a photograph of a fisherman in a Rocky Mountain stream. Holland Mark enlisted outdoor photographer Andy Anderson, who used an old-fashioned view camera, like that used by Ansel Adams, and Polaroid film to create a unique painting-like effect that conveys the beauty of the environmentally friendly outdoor activity.

“They try to get into the heart and soul of the fly fisherman,” said Marty McDonald, a creative director at Holland Mark, Boston.

One ad reads, “The endless waiting. The lonely months spent tying flies. The bitter stares from a spouse. Help us preserve it for your grandchildren.” Another promises “No steeple. No pews. No stained glass. Just the weekly salvation.”

A poster lists “The fundamentals of fly fishing: A smooth backcast. A solid snap. A fluid release. A river with fish in it.” It also gives Trout Unlimited’s toll-free number and Web-site address, www.tu.org.

Ads are running in publications such as Trout Magazine, American Angler, Fly Fishing & Fly Tying and Fly Fisherman. Similarly fashioned posters appear in fly fishing stores.