{"id":693,"date":"2026-08-13T14:11:55","date_gmt":"2026-08-13T12:11:55","guid":{"rendered":"https:\/\/joaquinprior.com\/casos\/saye\/"},"modified":"2026-10-07T14:30:58","modified_gmt":"2026-10-07T12:30:58","slug":"saye","status":"publish","type":"cas","link":"https:\/\/joaquinprior.com\/en\/casos\/saye\/","title":{"rendered":"Saye"},"content":{"rendered":"

Being Spain\u2019s leading vegan sneaker brand meant something impossible: beating the sustainability game while still playing by the rules<\/strong>.<\/p>\n

\"\"<\/p>\n

SAYE, on its way to B Corp, was looking for a content strategy that would reflect its commitment to sustainability without losing its love for the classics. Our proposal: make use of the effective codes of traditional advertising, but with a transformative message<\/strong>. Textbook subvertising<\/em>.<\/p>\n

From there, we built a strategy around three non-negotiable<\/em>:<\/p>\n

    \n
  1. Radical sincerity with the tagline ‘Walk the talk’<\/strong>. We\u2019re not into hiking or surfing; we\u2019re city dwellers, entrepreneurs, true to a business model with real social impact.<\/li>\n
  2. Communicate the way a B Corp would<\/strong>. We adopted a discursive approach similar to that of benchmarks such as Patagonia or B Corporation (People using business as a force for Good).<\/li>\n
  3. Be our own buyer persona<\/strong>, the one who accepts the rules of the game but demands ethical, social and environmental sensitivity. They are the changemakers, a community we are part of.<\/li>\n<\/ol>\n

    The rest is SAYE opening up new paths so that the rest of us can reach better places.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Content strategy and subvertising for SAYE, the vegan sneaker brand on its way to B Corp.<\/p>\n","protected":false},"featured_media":692,"template":"","categoria_cas":[32],"subgrup_cas":[33],"class_list":["post-693","cas","type-cas","status-publish","has-post-thumbnail","hentry","categoria_cas-contento","subgrup_cas-content-strategy"],"acf":[],"yoast_head":"\nSaye - joaqu\u00edn_prior<\/title>\n<meta name=\"description\" content=\"Content strategy and subvertising for SAYE, the vegan sneaker brand on its way to B Corp.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/joaquinprior.com\/en\/casos\/saye\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Saye - joaqu\u00edn_prior\" \/>\n<meta property=\"og:description\" content=\"Content strategy and subvertising for SAYE, the vegan sneaker brand on its way to B Corp.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/joaquinprior.com\/en\/casos\/saye\/\" \/>\n<meta property=\"og:site_name\" content=\"joaqu\u00edn_prior\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-07T12:30:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/joaquinprior.com\/wp-content\/uploads\/2026\/08\/sayebrand_1712332800_3339435143708382013_5563075349.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"1250\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/joaquinprior.com\\\/en\\\/casos\\\/saye\\\/\",\"url\":\"https:\\\/\\\/joaquinprior.com\\\/en\\\/casos\\\/saye\\\/\",\"name\":\"Saye - 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