How to redefine an icon for a modern consumer.
AGENCY
Teak
Client
JanSport
TYPE
Brand Strategy
Marketing Activations
The Challenge
Most everyone in the world knows JanSport because they most likely had a JanSport growing up (cue the memories of forgotten homework and paperbag lunches). But that’s exactly the problem: how does a brand grow up to keep up with their consumers?
The Solution
Bring new life to our classic silhouettes. Past results from digital advertising told us that the highest performing content featured packs. So we did just that. We weren’t afraid to bring these classic silhouettes front and center, but with new storylines and new personality.
Here’s what we did.
Go with JanSport: we’ve been and will always be with you every step of the way. We created a content strategy with separate content for each pack line: SuperBreak, Hatchet, Digital and the Right Pack but tied together under the JanSport brand call-to-action: Go.
We brought to life cinemagraphs, social videos, billboards, IG stories and organic content all centered around this central theme but tailored to each pack. SuperBreak became a verb that lives in the important moments of our lives, Hatchet allows explorers to reach forgotten places and urban heights, Digital pack expressing a life of the commuter always caught in motion and the Right Pack, the classic, always there when you need it.
The final result?
A big success.
Media ran in US and Canada with highlights including a spread in Monster Children and outdoor in New York City. We garnered hundreds of millions of impressions and tens of millions of engagement and, most importantly, doubled our amount of direct purchases from the year prior.