2021 | IMC Campaign
Integrated campaign for Yak Ice, the summer performance line for leading Korean outdoor brand Black Yak.
Top Korean outdoor fashion brand BLACK YAK, whose sales were once dominated by older adults, wanted to capitalize on the growth of young hiking enthusiasts in Korea. Leveraging popular music icon, IU, BLACK YAK looked to promote its YAK ICE product line during the summer season.
FECTA developed an integrated digital, print and OOH campaign that mimicked the tone and manner of the Netflix show “Stranger Things” to create a completely new look in the category. The mysterious campaign conceptually brings IU to the forefront as the protagonist who, with the help of YAK ICE, escapes the evil burning heat of summer.
Project collaboration with Post Visual