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Carmichael Lynch, Minneapolis

Stren-Fishing Line

Creative Directors: Jack Supple, Kerry Casey

Art Director: Frank Haggerty

Copywriter: Jim Nelson

Photographer: Shawn Michienzi

Sales for Stren fishing line had been "slipping, and slipping fast," says Kerry Casey, creative director at Carmichael Lynch. The antidote: a provocative way to communicate dependability, which research showed was the top concern in product selection.

Art Director Frank Haggerty chose a clean, arresting approach that's unlike anything else in a fishing magazine. Also, the ads don't show fish. Instead, the line sews up dungarees, pulls a tooth, lassoes a calf and holds pants up over a beer belly-with a nice bow.

People not only talked about Stren, they also bought it. Sales went up 40%, taking Stren from No. 2 to No. 1 in the market.

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