In a world where creativity and individuality reign supreme, Eastpak unveils its latest global brand campaign, ‘Built to Resist’. Developed in collaboration with Mutant, an independent creative agency, this campaign draws inspiration from the vibrant and resilient Cosplay and Live Action Role Play (LARP) communities.
The essence of Eastpak’s ‘Built to Resist’ platform is reinforced through this campaign, which celebrates the defiance of convention and the embrace of self-expression. Inspired by the colorful power fantasies of Cosplay and LARP enthusiasts, the campaign advocates resistance to conformity and celebrates the beauty of authenticity.
Pete Winkworth, Global Marketing Director at Eastpak, explains the brand’s alignment with individuals who challenge the status quo and embrace change. He highlights the Cosplay and LARP communities as perfect embodiments of Eastpak’s ethos, emphasizing their commitment to exploration and self-discovery.
Odin Saillé, Founder and Chief Creative at Mutant, draws parallels between Eastpak’s brand ethos and the transformative nature of Cosplay. He emphasizes the connection between customizing Eastpak bags and the process of unveiling new aspects of identity through Cosplay. Saillé celebrates the diversity and creativity inherent in both practices, echoing George R.R. Martin’s sentiment that Cosplay offers a gateway to living myriad lives.
Eastpak’s heritage of resilience traces back to its origins in crafting durable backpacks for the military. Over the years, the brand has evolved into a symbol of innovation and adventure, resonating with urban youth who seek to explore the world with curiosity and playfulness.
The campaign, titled ‘Built to Resist 24’, will be showcased across social and digital channels in numerous countries across Europe, North America, Asia, and the Middle East. This multinational reach underscores Eastpak’s commitment to connecting with diverse audiences worldwide.
In summary, Eastpak’s ‘Built to Resist 24’ campaign celebrates resilience, creativity, and individuality inspired by the Cosplay and LARP communities. Through captivating storytelling and vibrant visuals, Eastpak reaffirms its position as a brand that champions authenticity and encourages exploration.
