YOSOY SET OUT TO KICK OFF A NEW ERA OF COMMUNICATION—ONE THAT CHAMPIONS AUTHENTICITY AND INTRODUCES ITS POSITIONING: “YOSOY, FOR REAL.”
THE “LITTLE AIRPLANE” IS A UNIVERSAL TRICK—AN INNOCENT GESTURE USED TO SNEAK FOOD TO KIDS WITHOUT THEM NOTICING. WE TOOK THAT SYMBOL OF PLAYFUL DECEPTION AND BROUGHT IT INTO THE ADULT WORLD TO SHOW ALL THE LIES WE SWALLOW—AND TO PUT WHAT’S TRULY REAL BACK ON THE TABLE.
WE SHOT THREE SPOTS WITH JAKIENS IN A SINGLE DAY, TAKING ON THE CHALLENGE OF CONSTANTLY SHIFTING LOCATIONS. THE CAMPAIGN EXPANDED INTO DIGITAL, TEAMING UP WITH INFLUENCERS WHO EMBRACED THE “LITTLE AIRPLANE” GESTURE TO SHARE THE LIES THEY’VE SWALLOWED THEMSELVES.
OVER 3 MILLION VIEWS—AND A CONVERSATION THAT PUT TRUTH BACK ON THE TABLE.