Eastpak is spotlighting individuality, rebellion and developing your own identity in its new global campaign, launched to reinforce its ‘Built to Resist’ messaging.
Created by independent creative agency Mutant, the spot draws inspiration from the increasingly popular cosplay and live action roleplay communities (LARC).
The brand’s “built to resist” messaging and new campaign upholds the values of those communities by championing creativity, individuality and self-expression, going against the mundane with imagery that evokes a colourful power fantasy, says the brand.
It builds upon Eastpak’s origin story as the maker of durable and functional backpacks designed for the military, which were then picked up and aimed at urban youth.
The campaign will run across social and digital channels across the world, including in the UK.
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Eastpak global marketing director Pete Winkworth said: “At Eastpak we side with those who don’t accept the status quo; at their core they are people who inspire and embrace change, celebrate the beauty of self-expression, and are eager to explore the world around them. The cosplay and LARP communities fit perfectly within that and with Built to Resist 24, we wanted to stay true to their ethos.”
Mutant founder and chief creative Odin Saillé added: “Eastpak has always been a brand that encourages transformation. Who didn’t customise their bag with markers, safety pins, Tipp-Ex and patches? There’s a beautiful parallel between that ritual and what these cosplayers do.”
“With every new addition to their wardrobe, they unveil a new aspect to their identity. There’s this beautiful saying by George RR. Martin that says: “a reader lives a thousand lives before he dies.” Well, I think cosplay is the second best option to reach that goal if you’re not into books.”
