Eastpak - Blank Canvas Photoshoot
With the concept concrete in our minds we decided a great way to visualise the nature of our message, the lifestyle we want to sell would be to use the bag itself as the canvas, the blank page. After purchasing a white Eastpak ‘Padded Pak’r’ we projected some of our own photographs from holidays, travelling, short trips and everyday life that aesthetically demonstrate the idea that by purchasing an Eastpak you are starting your story.
Couple of beers and some uni work!
Recently myself and April met up to go over the Eastpak brief and discuss the way to approach our ideas for the campaign and translate them into deliverables.
We decided to focus on the journey / story, but not just commuting or traveling but your personal journey, your story. We are both developing strong social media campaigns, events, competition, an app and a series of ‘posters’.
More to follow…
Start your story with Eastpak. Start your journey and learn about ours. The blank page can be a daunting task to confront, but the brave can succeed. For the campaign Eastpak acts as the next chapter of the consumers story. A clean slate to start new adventures, whether thats battling traffic cycling to work, backpacking around europe for a month, having a weekend away with your new fling, taking the long way home etc. It’s not the bag, its what it allows you to do, its who you are, we just help you along. The campaign uses the bag as a blank canvas for the consumer to use for their stories. I think some form of application that allows the consumer to share their stories and read other peoples will be a great way of building a community and advertising the brand effortlessly through social media. It’s the stories that sell the bag.
Join the Eastpak timeline, create an application that functions as a diary / planner, that is city appropriate and allows the user to become a part of the Eastpak heritage. With the brands previous timeline built in to your own personal timeline. When planning work, uni or a holiday you are linked to activity specific recommendations for Eastpak products. Laptop bags for work / uni. Hold all for holidays, trips etc.
What would make people use this rather than their calendar, notebook?
Whats the incentive?
What will it look like?
Does it enable and enrich urban life?
What’s in yours?
It’s whats inside that counts, focus on what people carry around with them. Analyse the different things you carry around with you, what do they represent, do they visualise your personality? The eastpak keeps them safe, ‘It’s whats inside that counts, we just keep it safe.’
Link directly with the Eastpak brand.
What sets Eastpak apart? (30yr warranty)
Visualise the quality of security provided by their range of bags?
Take it to the limit
Push your bag to the limit. Test your bag, test yourself! It’s so well built and manufactured that you can put it through anything. Create absurd, comical visualisations of extreme circumstances to portray how strong, well made, stylish the products are. Illustrate scenarios? Encourage the consumer to interact, share their own crazy stories they have experienced when wearing / using an eastpak product.
- Ridiculously heavy weight in the bag, carry the city on your back? (strength)
- Stood under Niagara Falls. (waterproof)
- Futuristic alien, setting in space still wearing Eastpak. (durability)
- Fighting off an crocodile / wild animal (durability / quality / material)
Create a campaign that ‘paks’ a punch.
-Founded in 1952
-leading supplier of stylish function solutions for city living
-the things you carry with you
-street smart backpacks, convenient shoulder bags, ingenious luggage and travel items
-designed to let you cream more into your day
-move across the globe or just across town
Brand Promise 'to bring smart solutions, freedom with a plan, and inspiration to all urban movers'
Brand Purpose 'to enrich and enable urban life'
-to seeking the stories beneath the surface
-to leave these better than we found them
-to create resistance against boredom and banality
-to make a connection with out friends in the city
Most famous product - ‘Padded Pak’r’ (overlooked as a schoolyard pack, revived by the press as a product icon)
Majority of products offer 30 year warranty. This sets them apart from their closest competitors.
The Creative Challenge
-Longstanding American heritage
-Most of the target consumers have grown up with the brand
-Saw the ‘cool kids’ wearing it or were the ‘cool kids’
-As they progress into their next ‘emerging’ stage of life, they move away from the brand
-vast array of products that would make a difference in their lives
We’d like you to connect our heritage story with our wider, more eclectic product story that ‘enables and enriches urban life’.
-We’d like you to show us how to reach out to our target consumer through various modern media channels that they themselves connect with
-Tell us how to make our brand story more interactive and more ‘shareable’
-More importantly how we can communicate the message that Eastpak provides urban lifestyle solutions more relevant to their new life stage than just the original Padded Pak’r.
Target Audience - 'The Urban Insider'
3 broad stages of consumers;
Nascent - aged 14-18
Emerging - aged 19-24
Established - aged 25+
Core target market - Emerging
-Invariably lives, works or plays in a city, more likely to cycle or use public transport.
-Usually meeting friends, doing something interesting.
-More social and active than average consumer
-Enjoys travelling, on long or short trips, to find and live out exciting new adventures.
-Passionate about the city they live in, and about city life.
-Drawn by a mix of high energy urban centres and calm, green space.
-Prefers to ‘play it by ear’ and to accept the pleasant surprises that may arise
-Style is eclectic and understated. Mix of brands and looks taken from many stages of life. Conscious of being cool but its key that he isn’t seen as ‘trying too hard’.
-Keep campaign in line with the Eastpak brand promise, purpose and values.
-Keep logo as is
-May be a big brand but they have small pockets
-Remember their audience! As I am an ‘Urban Insider’ it essential that I bring my own personal views and opinions.
Eastpak - Research
Fantastic illustrated campaign. Other then the brilliant illustrations which really suit the brand I also love the copy. ‘Safe inside’ I want to explore the idea that it’s what inside your eastpak that counts. The product is there to keep it all safe and secure in a fashionable manor. What’s inside yours?
Eastpak - Research
Here is an official video that depicts the history of the brand and how it has evolved into the brand it is today alongside the evolution of the products. This is great insight into Eastpak, and the visual identity that strive for, it is fascinating to see the progression of the brand over 60 years.
Eastpak - Create a campaign that ‘paks’ a punch.
Now that I have chosen a brief it is time to analyse exactly what I am being asked to do and the best way to approach this. Taking into consideration the product itself, the target market and the ways to communicate with the target market. So first step is to research the brand and the product…
After completing our one week Roses brief (acappella) for ACD2 we’ve been given the choice of all YCN and D&AD competition briefs. The briefs are extremely broad and all focus on a very different selection of skills; illustration, copy, motion and communication. After spending far too long sifting through them trying to choose one that I find both interesting and something that I think I could effectively answer and that will fit to my particular skill set.
Xl Records - This was the first brief I was drawn to, as music is a huge interest of mine and many of the artists featured on the XL label. It it also an illustration brief which I think would play to my strengths however as I am doing communication I don’t think this particular brief would get me the best marks and allow me to completely convey my attributes as a designer. But as the deadline isn’t till march this is definitely something I will work on in my own time.
Femfresh - Initially I saw this brief as a great challenge and something to really dig my teeth into (probably not the best phrase to use in this context). I looked into the brand and this seemed the perfect brief, in particular after the recent backlash over their current ad campaign. This would be a perfect opportunity for damage control and make fun of themselves. However after reading this guardian article (http://www.theguardian.com/commentisfree/2012/jun/22/femfresh-feminine-hygiene-products) I found the product to be unethical, and unneccessary. Not something I want to be involved with.
Eastpak - After much deliberation (much too much) I have to decided to go with the Eastpak branding campaign brief. As a customer myself I think I have a good understanding of the brand itself and their target market. This will be of huge assistance when working on the campaign