Luis M. Rodriguez
SENIOR CREATIVE DIRECTOR
Re-imagining Yahoo! Mail
I was the brand strategy and creative concept lead tasked with re-imagining Yahoo! Mail. This campaign aimed at repositioning the service -- moving it away from a Gmail wannabe, and presenting it as an incredibly personalized concierge-style experience.
We were asked to completely re-imagine they way we could positioned mail, and looked for a wide range of possible concepts to set it apart from other competitors.
Better email means a better you.
For Yahoo Mail, we developed the simple idea that “better email makes a better you”. This notion allowed us to experiment with various creative treatments around guardian-angel-like characters we called "yodels" that are always one step ahead of us, making our lives easier and better.
We developed a series of culturally relevant “yodeling avatars” that represented the useful tools embedded within Yahoo Mail. Each scenario showcased specific app features like automatic weather updates, shipment notifications and easy concert pass and airline ticket sorting.
