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?
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.
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.