Eastpak - Built to Resist
By tapping into the vibrant world of cosplay and LARP, Eastpak not only connects with a passionate community but also positions its products as essential tools for self-expression and adventure, breaking traditional marketing molds.
The campaign features real cosplayers and LARP Live Action Role Play enthusiasts, showcasing their unique styles and emphasizing how Eastpak backpacks can withstand the rigors of their creative expressions and adventures.
The primary target audience includes young adults and teens who are involved in cosplay and LARP, along with those who value durability and style in their everyday bags.
TARGET AUDIENCE
About the
Campaign -
By tapping into the vibrant world of cosplay and LARP, Eastpak not only connects with a passionate community but also positions its products as essential tools for self-expression and adventure, breaking traditional marketing molds.
Core Theme of the Campaign -
1. Eastpak launched the "Built to Resist" campaign to celebrate the durability of their products.
2. The campaign specifically features cosplayers, making it relatable and engaging for the community.
3. It showcases real individuals using Eastpak bags during conventions and events.
4. The focus is on quality, with an emphasis on long-lasting performance up to a 30-year warranty
5. Eastpak aims to inspire creativity and adventure through its brand message.
6. The campaign bridges the gap between functional design and cultural expression.
7. It resonates with consumers seeking both practicality and a sense of belonging in niche communities.
8. campaign reinforces Eastpak's commitment to quality and connection with its audience.