Map the Gaps — Robert Fraze - Creative Director

CREATIVE DIRECTOR

Award-winning, multidisciplinary creative
with over a decade of experience spanning
agency, client-side, and tech.

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03 MAP THE GAPS

YETI

AWARDS:
Drum Awards, Gold innovation
Webbys, Use of online media
Shortys, Gold use of tech
Shortys, Winner website/app
One Show Merit, Interactive
Andys Shortlist, Idea

PRESS:
Forbes
Gearjunkie
Adweek

ROLE:
Creative Director

In 2023, YETI launched its most mobile product ever, the Hopper Backpack Cooler – built for outdoor enthusiasts with a passion for exploration. We wanted to show this product was meant to be taken to the ends of the Earth, so we went to the world's largest digital map, and started filling in the remaining gaps.

Introducing Map The Gaps, where we successfully uploaded 78+ miles of under-the-radar routes to Google Street View. The ones that not even Google could reach.

Our Activation earned over 78 million media impressions and helped the Hopper smash sales forecasts by over 300%.

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2024 - ROBERT FRAZE