CLIENT: Ardent Outdoors MEDIA: Print PURPOSE: Drive consideration of Ardent fishing reels among avid anglers. BACKGROUND: Every Ardent fishing reel is assembled by hand in Macon, Missouri. But the company’s small-town roots haven’t stopped it from making big waves in the fishing industry. In-the-know anglers, and Ardent’s much bigger competitors, have already discovered the upstart reel maker. But to truly compete, Ardent knows it needs to get the word out to the fishing masses—serious weekend anglers who, increasingly, approach the sport not as a sedate pastime, but as a serious competition. The goal of this print campaign, then, was to establish Ardent as the brand that understands the high-octane nature of the sport and the people who love it. And delivers with high-performance reels that help them compete, win and, ultimately, rule the water. CREATIVE TEAM: Tom Hudder—Executive Creative Director/Art Director Mike Dillon—Creative Director/Writer Todd Davis—Photographer Evan Willnow—Production Artist Cheryl Sparks—Production Manager AGENCY CONTACT: Tom Hudder Rodgers Townsend 1000 Clark Ave. St. Louis, MO 63102 314.259.8366