Are you ready to resist the dullness of reality through fantasy?
Lifestyle brand, Eastpak, today launches its 2024 global brand campaign which reinforces iconic brand platform ‘Built to Resist’. Created by independent creative agency, Mutant, the spot draws inspiration from the increasingly popular Cosplay and Live Action Role Play (LARP) communities.
The brand’s ‘Built to Resist’ messaging and new campaign upholds the values of those communities by championing creativity, individuality and self-expression. The campaign advocates resistance to the pressure of conformity and celebrates defiance against the dull reality of the mundane resulting in colourful power fantasy.
By AMY HOUSTON | THE DRUM Senior Reporter
Creativity, individuality and self-expression are words often associated with cosplay and live-action role play (LARP) communities, exactly what Eastpak wanted to bring to its latest brand film.
Through the ad’s array of characters, the campaign advocates resistance to the pressure of conformity and celebrates defiance against the dull reality of the mundane.
“At Eastpak, we side with those who don’t accept the status quo; at their core, they are people who inspire & embrace change, celebrate the beauty of self-expression, and are eager to explore the world around them,” said Pete Winkworth, global marketing director at Eastpak.
“The Cosplay and LARP communities fit perfectly within that, and with Built to Resist 24, we wanted to stay true to their ethos.”] The campaign will run on social and digital channels across various countries within Europe, APAC and the Middle East.
Odin Saillé, founder and chief creative at Mutant, added: “Eastpak has always been a brand that encourages transformation. Who didn’t customize their bag with markers, safety pins, Tipp-Ex and patches?
“There’s a beautiful parallel between that ritual and what these cosplayers do. With every new addition to their wardrobe, they unveil a new aspect of their identity. There’s this beautiful saying by George R.R. Martin that says: ‘A reader lives a thousand lives before he dies.’ Well, I think cosplay is the second best option to reach that goal if you’re not into books.”
Resisting the dullness of reality through fantasy...

Agency: Mutant 
Creative Director: Odin Saillé
Creative: Ben Boliau
Client Director: Innie Tran
Client Manager: Lina Mertens
Production Agency Belgium: Caviar
Production South-Africa: Superkind
Producers: Eva Van Riet & Geert de Wachter
Director: Guy de La Palme
Photographer: Andile Buka
D.O.P: Pierre de Villiers
Post-Producer: Katia Renson
Offline Edit: Joris Willems
Grading: François Dubois

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