To launch the rebellious back pack brand's back-to-school collection, we chose to position it at the opposite end of a formal education. Welcome to the school of life.
Remember that first time you had to buy condoms? Or what about the morning after a house party when you thought your parents were out of town? Maybe a tattoo you should've thought twice about? Those are just some of the hard taught lessons from the school of life that are featured in this Eastpak campaign. They're sometimes silly, often awkward but always very relatable.
This campaign went live in the summer of 2019 and was used across Eastpak’s entire EMEA-market.