Eastpak: I am the bag
The context
More and more outdoor clothing and sports brands are developing backpack product ranges with lifestyle campaigns. Those brands tend to become serious contenders, and increase their market shares in the bag/luggage industry Europe-wide.
The challenge
Reaffirm the authenticity, the originality and the credibility of our product in the world of bags in Europe, Asia and South America.
The answer
A creative and innovative 360° product campaign focusing on the most iconic backpack in the world, 'The Padded', targeting our main audiences amongst young people.
VIDEOS
The streaker
We created four videos in total for the launch of this campaign. The videos went online simultaneously on major online channels such as Youtube, and on the campaign website.
The Warrior
The Peacemaker
The Artist
The prints were adapted on all formats:
Magazine - POS - Bilboards - Other...
DIGITAL
Website
The movies were available on the 'I am the Bag' website. The site offers a unique opportunity for the users to identify themselves with a special Eastpak character, and to share them with their friends on Facebook.
Facebook application
YouTube channel
VIRAL / EVENT
The campaign was brought to the streets with a European tour in all major cities in Europe.
The Wild One in Berlin
The Wild One in Marseille