Lifestyle brand Eastpak has today (10 March) unveiled a new multi-channel global brand campaign as part of its ongoing ‘Built to Resist’ creative platform.
Focusing on the durability of Eastpak products, the 90-second hero film imagines a future in which humanity has colonised Mars – and is still using Eastpack rucksacks!
Tying in to the brand’s 30-year guarantee, Eastpak believes that it is ‘entirely possible’ that its products will stand the test of time, lasting long into the distant future.
“Creating a brand campaign is something personal, especially to a heritage brand like Eastpak,” Eastpak brand marketing manager, Florence Blanckaert said.
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“It takes trust and partnership. Mutant was the perfect partner and extension of our team in envisioning the future and creative interpretation of our iconic Built to Resist. Pushing the boundaries and keeping us all on our toes. We can’t wait to unveil the result.”
Developed by Antwerp agency Mutant, the extensive campaign will be rolled out across social media, digital channels, in-store activations and out-of-home throughout Europe, the Middle East, North America, and the Far East.
Mutant founder and executive creative director, Odin Saillée added: “There are few brands with such an iconic and timeless baseline as Eastpak. This is the kind of stuff you live for as an agency: attaching your creative interpretation to the thread and showing the world what Built to Resist means in our current cultural climate.”
