By The Denver Egotist / /
Catching “the big one” is the dream of every fisherman. Whether novice or pro, those in search of a prize catch will often to go great lengths. For Dammy, an eager little beaver with a big love of fishing, finding the “right spot” could cost him his life. Duh duh duh!
Created by Toronto-based agency The Hive, Dammy is the mascot of a new campaign from Ontario Power Generation, which casts a slightly different spin on the classic fish tale. In “Stay Clear, Stay Safe,” a fable told in campfire song, Dammy spends his life in search of a big fish. As he grows from kit to a grown beaver, it seems like he’ll never make his catch — until one day he spies the perfect fish leaping from the water. The only problem is that it’s precariously close to a hydro dam. Ignoring the warning sign, Dammy sets off to make his catch and his story takes a potentially deadly turn. The song ends with the cautionary line “Lots of fish there will always be… but just one you and just one me.”