Yessi

First Camp is Scandinavia's largest camping chain with over 40 destinations, from Denmark in the south to Luleå in the north. To strengthen the relationship with the target group of families with children, the choice fell on the strategy recommended by True Stories: a tailored, purpose-driven concept that gives First Camp a unique position and a common thread through all communication. In close collaboration with First Camp, True Stories developed a concept for families with the squirrel Yessi as a messenger. The concept is based on sustainability and the love of nature that inspires a sense of community for all guests. Yessi is brought to life at First Camp's various destinations around Sweden and in all communication.