YETI—Map the Gaps

YETI partnered with Code and Theory to celebrate the relaunch of the Hopper M-Series backpack cooler by charting the world's hidden trails. With ambassadors armed with 360-degree cameras and Hopper coolers, the Map the Gaps initiative transforms untouched paths into a first-of-its-kind digital experience, inspiring adventure and exploration.

Recognition

Drum Awards—3 Gold
Shorty Awards—Winner, 2 Gold Honors
Webby Awards—Winner
ADC Awards—Merit Honor

Challenge

Google has mapped over 90% of the world, yet countless trails accessible only by foot remain uncharted. YETI, in partnership with Code and Theory, saw an opportunity to align its brand ethos—celebrating humans in nature—with the launch of the newly improved Hopper M-Series backpack cooler. The challenge was to create an engaging digital experience that spotlighted YETI’s commitment to exploration and adventure while promoting its flagship product.

Solution

YETI ambassadors equipped with 360-degree cameras and Hopper coolers ventured into remote trails across British Columbia, Australia, and New Mexico, uncovering surf breaks, sunset vistas, and family-friendly excursions. These adventures were transformed into Map the Gaps, an immersive digital platform showcasing the mapped trails and breathtaking discoveries. Designed and developed by Code and Theory, the interactive experience seamlessly integrates YETI’s product with its mission to inspire outdoor exploration.

The result is a groundbreaking, first-of-its-kind platform that embodies YETI’s dedication to exploration while generating buzz for the Hopper M-Series launch.