Who has never had an Eastpak? Much more than just a backpack, it can be defined as a life companion and a meeting point across generations that never ceases to conquer the hearts of the youngsters, escorting them from one phase of existence to another, both at school and in leisure time. Simplicity and durability are its strengths: devoid of frills to leave room for imagination and enriching it with accessories and colors, yet functional and robust to face any adventure.
It is precisely on these peculiarities that the latest campaign of the American brand leverages. It is called, precisely, “Built To Resist,” where resistance does not only refer to that of Eastpak backpacks. It is an appeal not to be overwhelmed by a reality that wants us to conform to certain standards. It is an invitation to rebel against conformity and break away from the ordinary to express oneself. Or rather, the version of oneself that one wants to be.
And no one can interpret this message better than the cosplayer and LARP communities, both protagonists of the new campaign signed once again by Mutant (an independent creative agency based in Antwerp). Thus, the backpacks, shoulder bags, and suitcases of the American brand become an integral part of the costumes worn by modern heroes and heroines who proudly parade through urban streets, like splashes of color on a gray and monotonous background.
