YETI / I'm a YETI

date. June 2023

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PROBLEM: YETI products are designed to endure anything a serious outdoor enthusiast throws at them, but most people use them for everyday tasks and never push them to their limits.

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INSIGHT: Most people, at one point or another, feel like they’re capable of more in life. Sometimes they even end up living the lives they never thought they would.

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BIG IDEA: Present YETI products from their perspective. They’ll long for serious adventures while being stuck in everyday use. The tone should be playful with a hint of snark to emphasize the extremes these products are built to withstand.

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Radio Mercury Awards - Finalist