CLAIMING NEW TURF

CHALLENGE
After years of languishing with little media investment, then being bought by its biggest rival, Eastpak pined for a new raison d’être. Especially since backpacks had evolved from a functional tool into a fashion accessory.

INSIGHT
The teens we want don’t blend in. Therefore, the brand we want to be won’t blend in either.

SOLUTION
A multipronged campaign that made fun of mainstream groupthink every single chance it got. And improved brand awareness and intent to purchase just like that. 

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