Creative Brief

Kleinschmidt Associates experienced significant growth after acquiring another consulting firm in 2021, expanding our range of services and unlocking new potential. We recognized the importance of informing our valued clients and partners about our enhanced capabilities and showcasing our expanded fisheries engineering services and expertise. We also wanted to continue developing and presenting fresh ideas and content in our advertisement visuals. We collaborated with a talented graphic designer during our campaign, creating an innovative print and digital ad series. 

Rather than a conventional approach, we wanted to leave a lasting impression by presenting "The #1 Way Fish Navigate their Journey Upstream" in our advertisement. Drawing inspiration from the popular navigation app "Waze," we introduced our unique ad, named "KA FishWaze." Through this creative concept, we highlighted our various fisheries engineering services, including nature-like fishways, fish lifts, fish ladders, and collection and transport methods. 

The response from industry association and our social media following exceeded our expectations, with fantastic feedback pouring in. The analytics of our efforts showed that our approach was a success, surpassing industry standards. We began using outside the box thinking in our advertising and thought leadership assets in 2021 and it has been so successful that we are now always looking for ways to engage the hydropower industry with ads that make them stop and want to learn more.