When YETI first started selling coolers for serious outdoorspeople, every order came with a limited YETI ball cap. And when you saw someone wearing those four letters, you knew that they knew that you knew they were serious about what they love. As the brand has expanded, so too have the communities that use their products.
With their new brand platform, FOUR Letters, launching today (5/8), YETI, in collaboration with W+K Portland, is tapping into the spirit of its early days while also showing how the brand has grown far beyond the outdoors into sports, culinary, surf, skate, and countless other pursuits. Through it all, the meaning hasn’t gotten more complicated. If anything, it’s gotten simpler.
Because those who FISH don’t need a reason beyond FISH. Those who BALL don’t explain BALL. The same goes for RACE, COOK, RIDE, HUNT, and whatever else you’re all in on.
By replacing the YETI logo with rotating four-letter words, the new platform turns the YETI logo into a badge, flexible enough to represent anyone with a relentless drive to chase what they love.
The campaign features four films made entirely with found footage and primarily sourced from YETI’s robust ambassador community. This anthem film takes viewers through the world of YETI, one four-letter word at a time. It’s a ride of emotion driven by something simple. Almost primal. Four-letter words that keep you guessing at every turn.
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Credits
Client YETI Agency W+K Portland Neal Arthur, CEO; Karl Lieberman, global chief creative officer; Andy Lindblade, chief strategy officer; Pierre Jouffray, Derek Szynal, executive creative directors; Alex Maleski, Brad Trost, copywriters/art directors; Orlee Tatarka, head of production; Robert Saxon, group executive producer; Byron T. Oshiro, lead sr. producer; Christina Kim, head of creative operations; Lauren Walker, creative operations director; Andrea Moulas, creative operations manager; Anthony Holton, Christian Clay, brand strategy directors; Alicia Kuna, head of design/ops + production; Katie McHugh, Karen Koch, design directors; Amy Kirby, design producer; Macy Eiesland, designer; James Yu, copy editor; Adam Sirkin, motion lead; Neil Hilken, sr. motion designer; Wen Tsai, motion designer. Editorial Cartel Dan Sherwen, Grayson Chaney, editors; Autumn Martin, assistant editor; Lauren Bleiweiss, managing director; Viet-An Nguyen, exec producer; Cassandra Guardado, sr. post producer. VFX Pariah Nhat Tran, creative director; Olga Midlenko, art director; Sam Kolber, Flame lead; Urs Furrer, Steven Wolff, Ruben Llusia, Kai Campbell, Flame artists; Eben McCue, Ed Pritz, Jim McDaniels, animators; Minh Ly, VFX producer; Persis Reynolds, head of production; Michael Steinmann, exec producer; Mark Tobin, managing director. Color Grade Trafik Daniel de Vue, colorist; Ali Soofi, Phillip Dysant, color assist; Geoff Linville, color producer; Angela Zappella, color head of production. Music Marvin Miller, artist/writer. Song: Das Lehrerzimmer/Weiße Blusen. Audio Company Field Day Sound Noah Woodburn, audio mixer; Morgan Johnson, sound designer; Leslie Carthy, exec producer.
Tropicana has launched “Give Life Some Juice,” a masterbrand campaign created in partnership with creative agency FIG. The campaign moves away from traditional category tropes to a lush, immersive tropical world that reflects the uplifting feeling of being transported to the tropics with every sip of Tropicana juice.
The work was developed alongside production house RESET directors Dorian & Daniel and animation studio Untold, who used hyperrealistic CGI to create a distinctive visual world that blends cutting-edge technology with human craftsmanship.
Set to the track “UP!” by Forrest Frank and Connor Price, this :60 hero spot, “Up,” opens with a sloth hanging from an orange tree in the rainforest, reaching for a bottle of Tropicana 100% Orange Juice. Instantly rejuvenated, he leaps into a world that comes alive around him, moving through the lush landscape and interacting with fellow animals, all with a renewed sense of swagger and confidence.
“There’s a reason electricity is nicknamed ‘juice.’ It makes things happen. We took that cultural truth and reimagined it through a more emotional lens, focusing on the feeling of uplift that only Tropicana can bring,” said Mark Figliulo, founder and creative chair at FIG. “Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day.”
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