Rappala Fishing Rods - "Otter"

Carmichael Lynch

Carmichael Lynch Minneapolis, United States

4070

Brand: Rappala Fishing Rods
Country: United States

Advertiser: Rappala

Title	Otter
Agency	Carmichael Lynch
Campaign	Otter
Advertiser	Rappala
Brand	Rappala Fishing Rods
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Posted	October 2005
Business Sector	Subscribers Only
Media Type	Television & Cinema
Length	30 seconds
Production Company	Uppercut
Creative Director	..m N...on Subscribers Only
Associate Creative Director	M..e F...ow Subscribers Only
Art Director	M..e F...ow Subscribers Only
Copywriter	..m C..p Subscribers Only
Agency Producer	S..n H...ey Subscribers Only
Director	W...er P..t Subscribers Only
Director of Photography (DOP)	C...s G...o Subscribers Only
Editor	B....am (...t) Ca.....ge Subscribers Only
Sound Design Company	Ab....te M...c Subscribers Only

About Carmichael Lynch

Come together, stand apart. That’s our how and our why, neatly wrapped up so we never lose sight of what we’re here to do every day: come together with the best people from every discipline to make the very best brand-building, culture-bending, business-altering work for our partners.
We’re fortunate to have the best of all disciplines here at Carmichael Lynch, from creative to PR, strategy to media, analytics and production, as well as a remarkable on-premise content studio. Whether a challenge is big or small, requires long-term planning or newsroom agility, those levers are at the ready.
It’s also how we work with our partners: together. We’re not big on dramatic work reveals here. We’ve found time and time again that working in tandem has led to better results, more surprising work, and a deeper understanding of what to do next.
All of which is in service of helping you and your brand stand apart. All the integration in the world is moot if it gets lost in a sea of sameness. Our brand partners are known to stand out from their competition, stand out from their categories, and maybe — most importantly — stand out in the hearts and minds of their audience and consumers. By doing so, they’re able to be not just observers of culture, but authors of it, too

Latest News

Murray wins Media Planner of the Year at the 2024 Creativity Awards

By Jon Springer. Published on April 25, 2024.

Nellie Murray can turn big creative ideas into innovative media that makes an impact. The group media director at Carmichael Lynch, Murray orchestrates the combination of audience, brand, media, creative and engagement teams to make successful campaigns.

Murray—this year’s Media Planner of the Year at Ad Age’s Creativity Awards—is behind the media for multiple Saputo Dairy brands including its tween-focused Frigo Cheese Heads and Treasure Cave blue cheese. Murray has brought these brands to life behind innovative expressions that transcend media types.

“I love her approach to media,” said one Creativity Awards judge. “It was really an example of how media can be the springboard for creative thinking.”

More than 39,000 tweens completed a Roblox mission in that game’s Horse Valley, competing to win their own “Cheese Stead.” The game drove more than 51,000 interactions with its Cheese Head mascot, and more than 7.6 million media impressions. Another 1 million gamers started a custom-built Cheese Heads Minehut obstacle course, generating more than 65 million brand impressions.

And a custom Snap AR lens with which users could turn themselves into Cheese Heads generated 13.4 million uses, 661,000 shares and a 10-point lift in brand awareness.

Murray also partnered with Sofar Sounds to create a “secret concert” event, set in a cave, to support Saputo’s Treasure Cave blue cheese.

Murray’s projects made an impact. Cheese Heads has become the preferred brand among tweens, growing by 9.3% while the total category saw a 0.3% gain.

“I think it’s quite hard to make string cheese interesting, and she did a great job of that—Snap, TikTok, Twitch—she was everywhere the tweens were,” another judge remarked. “She made an impact in a way that mattered.”