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Yagya -
Off The Beaten Path

Awards
The One Show / Young Ones 2023 - Shortlist

Background:

Yagya started as a contrast to the equestrian fashion, which is very homogeneous. Yagya aimed to bring more of a street style into the stable and worked on transitioning from street to stable fashion.

Insight:

Horseback riding doesn't need to adopt anything cool from another culture; it's an incredibly tough sport and can stand on its own merits.

Solution:

The "Off the Beaten Path" concept highlights various situations and demonstrates the excitement of horseback riding without placing it in a different context. In the "Midnight" campaign, we delve into the world of night riding, focusing on a woman's courage to trust her horse in the darkness.

Website

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Art Director: Amanda Gameel, Elina Gustavsson, Hanna Rönnås 

Copywriter: Elias Karlsson, Michael Oesterreich

Photographer: Elsa Soläng

  • LinkedIn

amandagameel@me.com |  Tel: 0737 702 702

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