For well over a decade, YETI has been the undisputed leader in super premium coolers. It has become a go-to among outdoor enthusiasts across hunting, fishing, surfing, camping, ranching and pretty much any other outdoor badassery. As the brand brought it's over-engineered approach to new products in 2018, it first set it sights on the portable chair. Comfortable, indestructible, and carry-able, this state-of-the-art chair needed to upend consumers' entrenched perceptions of outdoor chairs being low-quality and disposable. From strategic positioning and product naming to print ads and social films, Preacher set out to give the YETI Hondo Base Camp chair the launch that it needed to rally YETI nation in a memorable way. And at the end of the day, that meant making the Hondo Base Camp Chair the thing they want to come back to at the end of the day.