A 160-year-old outdoor outfitter with deep roots in fly fishing.

Orvis has historically skewed heavily toward a male fly-fishing audience. The company came to Hyperbolous and asked us to help broaden their audience by appealing to the vast number of people (including women) who enjoy many other types of outdoor activities – hiking, camping, boating, bird watching, mountain biking, etc. – and offering quality clothing and accessories for such adventures. All of this was to be done without losing touch with the foundational principles that have guided Orvis for so many years. To make a connection with this new audience we decided to place a primary focus on telling the stories of real Orvis customers and their relationship to the outdoors. The result was a highly effective campaign in digital, social, print and outdoor media as well as video.

PRINT / DIGITAL / IN-STORE SIGNAGE / OUTDOOR