The 2014 YCN Student Design Awards featured this great brief from Eastpak. They wanted a new campaign featuring their new styling and typography that appealed to the 18 – 25 year old audience named Urban Insiders.
I decided to create a semi viral campaign that would appeal to this target audience and allow use of social media platforms. The competition element was to grasp hold of the Instagram revolution and allow people to capture adventures in the urban setting and share them to create an online encyclopedia of great things to do where you live.
I really wanted the bags to sell themselves and by including the viral images within the unzipped bags it showed that the bag is a companion on your adventures. The setting for each advert was in different locations around the home, this was to emphasize the fact that all adventures really do start at home. This setting is something we can all identify with.