UGLY STIK

As the Coronavirus pandemic pushed people into isolation, Americans began spending more time outdoors. And perhaps more than anything, America fished. In coastal cities and lake towns across the nation, nearly 11 million people obtained fishing licenses for the first time or renewed them for the first time in years. With millions of new anglers participating in the sport and flocking to local waters to isolate and heal, the team at the iconic fishing company, Ugly Stik, recognized the opportunity to do something big.

THE CHALLENGE

Bring the sport of fishing into the biggest media conversation of the year by finding a way to make it relevant during the holidays.

OUR SOLUTION

Set a world record for the most Santas ever to participate in a bass fishing tournament.

the RESULTS

Gunpowder seized the opportunity to lean into the pandemic fishing craze, and working with a national fishing tournament organization, set an event date of two weeks before Christmas and sent invitations to anglers near where the tournament would take place.

Guests were informed of the intent to set a world record, and every participant who made a donation to ‘Toys for Tots’ received a free Santa suit to help achieve the feat by wearing it during the tournament. In the end, nearly 300 anglers brought new meaning to “the more the merrier.”