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The annual brand campaign for Simms always has the same objective: create ads that are superior in craftsmanship in order to communicate Simms products are of higher quality than the competition.
The creative solution for Simms is similar every year. Write a profound headline rooted in the inherent truths about the spirituality of fly fishing. Then art direct it in an authentic way that makes it seems like the brand got their hands dirty too in order to deliver the message.
As a private company, Simms does not share sales results, but they have long maintained the number one position in the fly fishing outfitter category via catalog and retail store channels.