“Does Yahoo still exist?” That’s what our 25-year-old brand was up against. To show how Yahoo could be a part of people’s lives, the brand leaned into its brand promise—connecting people to their passions—supported by the first major media spend in years. The campaign’s premise: Yahoo is For Lovers. The in-house Yahoo brand creative team partnered directly with award-winning documentary filmmaker Floyd Russ to cast real Yahoo users and bring their passions alive onscreen.

“Does Yahoo still exist?” That’s what our 25-year-old brand was up against. To show how Yahoo could be a part of people’s lives, the brand leaned into its brand promise—connecting people to their passions—supported by the first major media spend in years. The campaign’s premise: Yahoo is For Lovers. The in-house Yahoo brand creative team partnered directly with award-winning documentary filmmaker Floyd Russ to cast real Yahoo users and bring their passions alive onscreen.

Organic social posts from the cast, a social campaign on JuJu Smith-Schuster’s TikTok, Instagram and Twitter channels, plus PR coverage on network television furthered the reach of the campaign. The overall result: new users rose by 8% and the brand's social following grew by 4%, with the campaign creative garnering 25 million social impressions.

Organic social posts from the cast, a social campaign on JuJu Smith-Schuster’s TikTok, Instagram and Twitter channels, plus PR coverage on network television furthered the reach of the campaign. The overall result: new users rose by 8% and the brand's social following grew by 4%, with the campaign creative garnering 25 million social impressions.

Role: Art Director
Production: Tool
Post-production: A52
Music: Future Perfect

Role: Art Director
Production: Tool
Post-production: A52
Music: Future Perfect