Earn Your Strikes Integrated Marketing Campaign

Raymarine, a global leader in marine electronics, needed more than awareness. It needed to reclaim authority in saltwater fishing, a space saturated with feel-good marketing and polished imagery. Most brands showed bright skies, calm water, and smiling faces. Real anglers know the truth is different. The sea does not offer perfection, and neither does passion. Untamed found the opening in authenticity. The team’s research with 150 dedicated saltwater fishermen revealed a shared sentiment: greatness comes from endurance. Anglers earn their reputation when storms rise, when the deck rolls, when exhaustion sets in and the fish still fight. Raymarine already had the credibility, trusted by the U.S. Coast Guard and designed for the harshest conditions. The task was to make that toughness visible and visceral. The creative idea, Earn Your Strikes, reframed Raymarine as a badge of honor rather than a piece of equipment. The campaign rejected the genre’s polish and replaced it with grit—sea spray, gray skies, bruised hands, and the defiance that keeps a boat steady through chaos. The :30 manifesto film set the tone with raw energy and blunt storytelling. Every asset carried the same pulse. Untamed built a multi-channel platform that spoke to both consumers and resellers. The integrated rollout included a manifesto video, two :30s, twelve :15s, one :60, digital banners, social films, print, and email, along with a storm-lashed trade show booth at ICAST. Social content spoke in the voice of the community, not above it. Digital placements and print ads in Saltwater Sportsman, Sport Fishing, Marlin, and Marine Electronics Journal extended the reach across the country. Each piece declared the same truth: if you wait for calm, you are built for comfort, not for the catch. Early results confirmed the work was resonating. Engagement across social channels surged, and the ICAST launch generated strong attention from both anglers and dealers. Lead generation activity increased, and Raymarine’s new tone cut through a category long dominated by surface-level optimism. The campaign reintroduced Raymarine as the gear built for the storm. It celebrated those who chase the chaos, endure the grind, and measure their worth by earned strikes rather than easy victories.

From the original award submission.