No description

REINVENTING THE ICONIC SLOGAN ‘BUILT TO RESIST’ FOR THIS DAY AND AGE

PROBLEM

The brand has been a household name for decades, enjoying a well-earned reputation for high-quality products at a fair price. But Eastpak’s communication had become generic in recent years, missing its outspoken voice it once had in the past. How can we inject the brand with some personality and reinvent their iconic statement Built to Resist?

SOLUTION
We chose to shift the statement to reflect a consumer mindset, instead of the product benefit it always was. We decided to give the brand personality more color by finding shared acts of resistance together with Eastpak’s audience.

In a world of conformity, it’s the small daily acts of positive resistance that defines and unites people. This was the driving truth behind the campaign, which revolved around showing all kinds of small acts of rebellion that together created one large scene of positive resistance.

 

CREATIVE

The campaign revolved around showing all kinds of small acts of rebellion that together created one large scene of positive resistance. The main film kicked off showing the frenzy of a city square and seven small acts of resistance using a new film technique that goes back and forth between the overview shot and into single acts, creating a rubber band effect. The added benefit of this concept was that it was flexible enough to focus on the individual acts as singular messages that worked across different channels. The campaign is used in retail, as digital marketing (banners & pre rolls), on Eastpak’s social channels and on Eastpak.com.

No description
No description
No description

Want to know more, or ask us something?

KesselsKramer invites you to

Sign up to our new newsletter for new work, ideas, thoughts, feelings and the odd rumour.

Have a similar project, problem or communication-need laying about? Would you like us to help? Or, simply like the look of our work and want to know more, get in contact below.

  • This field is for validation purposes and should be left unchanged.
+
NEWSLETTER
+
NEWSLETTER

Subscribe to our newsletter