For our approach on Eastpak we looked at what our pre-conceived ideas about the brand was; coming to the conclusion that the thing we associate most with Eastpak is their 30 year warranty. However, Eastpak does not know whether people actually use their bags for 10,20 or even 30 years, We proposed Eastpak started a campaign that reunited the bags with their makers, we wanted people to share their stories of their Eastpaks and see how a well loved bag looks.
The first part of the campaign is a mock product recall print/online campaign leading people who have had their Eastpak for a number of years to eastpakgiveback.com, the website would allow users to upload pictures of their backpacks with a short story of how old the bag is and where it's been/used for. Eastpak would then contact people who they thought had the most interesting bags offering them either a new bag for free or a discount on a new bag with a new bag being donated to a school child in an underpriveleged country.
The website will also serve as a donation platform for people to donate money for Eastpak to provide backpacks and books to underpriveleged children. Eastpak would document the whole of Eastpak give back.
The bags that are returned to Eastpak will be exhibited at a pop up store that will tour locations such as Truman Brewery near Brick Lane, here people will also have the opportunity to purchase a backpack, customise bags and donate to the cause.
The notion of whether anyone uses their bag for that long interested us, what that bag would now look like and whether the owners had a few stories to tell which include their backpack. Compiling these stories, the backpacks themselves and showcasing the longevity of Easptak would drive this campaign, based around the idea that Eastpak wants their old bags back whilst also giving back themselves.
Collaborator: Zen Roongeangsri