To get more people fishing, we needed to get it into culture and show how freaking easy it actually is. Off the Hook is a pop-up fishing experience making its way this summer around the country. Showing up in unexpected urban locations (like Pier 84 in Manhattan), anyone could try their hand at angling.
A bait-shop on steroids, everything was designed to make fishing fun, accessible and instagrammable.
Fake bait was set-up like a candy store and a huge hit with kids. Real wax-worms were also available, and many hooks were baited by agency people (who says we're soft).
Instagram moments everywhere.
Edible tackle boxes for snacking.