A footwear brand that refused to sound like one.

Most footwear brands sound the same. Safe. Aspirational. Slightly generic. Yoho didn’t want that.

When I came on board as Creative Director, the brief wasn’t just to make campaigns, it was to build a voice. A personality. Something distinctive enough that you’d recognise a Yoho post without seeing the logo.

Yoho hadn’t done a traditional campaign before. Kick Up was the first: a boots campaign that deliberately rejected every convention of fashion advertising. No monochrome luxury treatment. No brooding models in minimal settings. Instead, bold colour, unexpected scenarios, and women doing things that had nothing to do with looking decorative.

The campaign repositioned the category for a younger, more irreverent audience and set the tone for everything that followed.
 

Then we sustained it. Every product launch, every seasonal moment, every performance ad, written with the same wit, the same confidence, the same refusal to be boring.

A brand voice isn’t a campaign. It’s a hundred small decisions made consistently over time. This is what that looks like.
 

Creative Direction, Concept and Copy: Abhimanyu Prathap