As Carmichael Lynch CCO Peter McHugh explains, May 13 is known as Fishing Opener in Minnesota, and it's "practically a state holiday. Minnesota is No. 1 in the nation for fishing licenses per capita, so the state's cats anticipate the Opener as much as anyone." It's also, of course, a key sales period for Rapala, which happens to be based in Finland, appropriately enough. At any rate, "we put this billboard on a key artery out of Minneapolis, heading toward the expansive western suburbs, to remind people just what makes for a successful Opener," says McHugh. The board debuted on May 2, with cats added throughout the next 10 days leading up to the big event. As you might expect, the roadside kitty convention has been noted on radio talk shows and local newscasts. As you might also expect, the agency does a Rapala board every year for fishing season, but this is the most "dimensional" effort so far and the first to feature a progressive series.