campaign for yeska
(KAYAK SELLING COMPANY BASED IN ARGENTINA)
FROM ZERO RECOGNITION TO 800.000 views & 18k followers
YESKA was a new kayak brand entering a saturated outdoor market with zero brand recognition. The challenge was to position it and give it an identity of its own.
I started by getting to know the brand and meeting the owners. The name YESKA means “island” in the language of the Selk’nam, a nomadic hunter-gatherer people who once lived in the southernmost territories of Argentina.
That became the creative compass.
The campaign translates that symbolism into a visual identity that bridges modern exploration tools with ancient nomadic instincts.
*THE VIDEOS ARE IN SPANISH SINCE THEIR TARGET IS THE ARGENTINIAN MARKET
ANAN
CANOE
The campaign
I built the main piece of content around that idea, then added one reel per kayak model. Each model is named after a different animal or object in the Selk’nam language, and each reel explains its capabilities and features and shows its innovative technology in motion.
SUSA
PENGUIN
WAPISA
WHALE
when storytelling leads…
Within weeks of launch, YESKA reached over 800,000 people organically through its first four reels.
A brand that previously had no audience, no identity, and no visual presence grew to 18,000+ followers, establishing credibility in a saturated outdoor market.
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