ADC Awards
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Category
Digital Craft / Use of Technology
Annual ID
ADC103_INT045M
About the Work
Google has mapped 98% percent of the world. 100 countries, and 10M miles of concrete roads. But naturally, wilderness enthusiasts prefer the path less paved.
For YETI, this posed an opportunity to take the Hopper M20 — our most versatile backpack yet — map hidden trails across the globe, and make the outdoors more accessible for everyone.
Introducing Map The Gaps, a YETI campaign designed to take the “street” out of Google Street View — by locating, and integrating, some of the world’s last uncharted trails.
We started by tracking down an array of untapped international trails that have gone under Google’s radar. Having our missions mapped, we then equipped 13 of our global ambassadors with GPS-enabled 360º cameras and the YETI Hopper® backpack, and sent them to make the treks.
By doing so, Map the Gaps made these previously hidden gems discoverable, allowing users to preview and explore unmapped landscapes through video walkthroughs, and immersive 360-degree views.
Map The Gaps not gives their adventures a forever-home on Google Street View, it essentially hijacked a platform with over a billion active monthly users, and transformed it into an interactive advertisement and demo for the YETI Hopper.
The multi-layered campaign involved strategically placing in-store ads, social videos and digital media — all to reach and resonate with YETI loyalists and newcomers alike. Turning every ad into a portal to the wild.
Staying true to our mission, Map The Gaps is meant to spark thrilling new adventures for nature enthusiasts everywhere. So naturally, it was vital for us to design for a world as diverse as the terrains we explore. We followed AA guidelines closely, ensuring clear labels, landmarks and a structured layout for easy voiceover and keyboard use. We also added a mode to reduce motion for users with ADHD or motion sickness, keeping our promise of truly
For YETI, this posed an opportunity to take the Hopper M20 — our most versatile backpack yet — map hidden trails across the globe, and make the outdoors more accessible for everyone.
Introducing Map The Gaps, a YETI campaign designed to take the “street” out of Google Street View — by locating, and integrating, some of the world’s last uncharted trails.
We started by tracking down an array of untapped international trails that have gone under Google’s radar. Having our missions mapped, we then equipped 13 of our global ambassadors with GPS-enabled 360º cameras and the YETI Hopper® backpack, and sent them to make the treks.
By doing so, Map the Gaps made these previously hidden gems discoverable, allowing users to preview and explore unmapped landscapes through video walkthroughs, and immersive 360-degree views.
Map The Gaps not gives their adventures a forever-home on Google Street View, it essentially hijacked a platform with over a billion active monthly users, and transformed it into an interactive advertisement and demo for the YETI Hopper.
The multi-layered campaign involved strategically placing in-store ads, social videos and digital media — all to reach and resonate with YETI loyalists and newcomers alike. Turning every ad into a portal to the wild.
Staying true to our mission, Map The Gaps is meant to spark thrilling new adventures for nature enthusiasts everywhere. So naturally, it was vital for us to design for a world as diverse as the terrains we explore. We followed AA guidelines closely, ensuring clear labels, landmarks and a structured layout for easy voiceover and keyboard use. We also added a mode to reduce motion for users with ADHD or motion sickness, keeping our promise of truly
2024 Awards
Total Points: 3
Merit Honor
Credits
Digital Agency
Code and Theory
Client / Brand
Yeti
Chief Marketing Officer
Paulie Dery
Creative Director
Mike Schnëberg
Robert Fraze
Executive Creative Director
Carlos Rangel
Ginny Golden
Senior Brand Manager
Erika Derylo
Senior Project Project Manager
Caitlin Allen
UX/UI Design Director
Andrew Matthews
UX/UI Design Lead
Rachel Kendig
UX/UI Designer
Morgan Salvano
Video Editors
Lauren O'Malley
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