Issuu on Google+

Your EVERYTHING Pack Art Director: Brendan Yekutiel Copywriters: Morgan Perry Grace Messarra Hanna Klein

Your Everything Pak is a campaign that targets the Urban Insider, a 19-24 year-old Emergent, in order to showcase the various types of bags Eastpak has to offer. The chosen approach for this campaign is a copy-reliant manipulation of tone and voice, keeping with the provided brief’s stipulations (fun, “hipster,” unique, just enough with without pretension). It will be comprised of both print and online ads, accompanied by a heavy social media presence, depicting uniquely specific, quaint, personal, and quippy scenarios in which an “Urban Insider” has used an Eastpak.


PR

S D A T IN

//

E N I Z A MAG


This magazine ad takes up a total of 4 right-side pages in a row. The logo’s position on each page remains the same, as both the type of EASTPAK bag and scenario change.


MY

ALS K I OWN N I F O RE O O B F Y E R B E S V Y E A G N 2D I Y R CAR


S Y R E M V IE D I D HY

FO P U IGN

W

?

5K S I H RT


Y IN H T M E N O Y R EVE

W

IP H A KS I’M

NO R E T S


R U O Y

H T Y R E V E

K A P ING


L N O

S D A E IN

// WE

R E N N B BA


The website banner ads are an extension of the campaign’s print ads. The scenarios/stories change in front of the viewer (with “PAK” remaining the same), all while highlighting EASTPAK’s vast variety of bags.

MY WEEKEND IN SIN CITY

MY RIDING MY

BIKE TO WORK PHASE

MY SPOTTED MY LUGGAGE ON THE TARMAC

Your EVERYTHING Pack


A I D E M L gram

ta A s I n I / / C SO ook // Twitter b

// Face


YOUR EVERYTHING

What’s your favorite story about you and your pak? Tell us with #myeverythingPAK and you could win a trip around the WORLD!


What’s your favorite story about you and your pak? Tell us with #myeverythingPAK and you could win a trip around the WORLD!


EASTPAK @eastpak

YOUR EVERYTHING

What’s your favorite story about you and your pak? Tell us with #myeverythingPAK and you could win a trip around the WORLD!



EASTPAK - Your Everything Pak