From latent icon to top five Gen Z brands in 2024. Featured: ADAGE, ADWEEK, LBB ‘Work of the Year’, ADAGE: Top 5 Gen Z Marketers of The Year, editor’s choice, among many, many others. The campaign has won numerous accolades, including Judges’ Choice and Best in Show at the One Show, and CLIOs Music awards.
JanSport: Always With You
ADAGE'S TOP 5 GEN Z BRANDS 2024
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ADAGE'S TOP 5 GEN Z BRANDS 2024 🎒
WORK OF THE YEAR
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WORK OF THE YEAR 🌟
Idea:
What do you do with a backpack brand steeped in decades of heritage who wants to stop being the ‘school’ brand? You help them stop running from who they are: a basic bag, a staple of Gen Z fashion and American heritage, designed for the everyday. Enough with hyper-aspirational backpacks. JanSport is the bag for the most mundane moments, holding your things and never leaving your side. It’s iconically anti-conic, and that’s exactly what we leaned into for this tiktok-first brand: comedy gold, mined from the everyday lives of our audience.
Results:
We landed JanSport as one of the top 5 Gen Z brands this year and catapulted the brand into fame as an industry darling.
We drove TikTok engagement up 65% YOY, search volume up by 30%, and launched the campaign with the highest grossing day in Jansport.com history.
Our ‘anticonic’ strategy and launch campaign marked a new chapter in the brand’s evolution, changing the way JanSport engages on tiktok and across social channels, embracing ‘basic’ as a superpower and wielding it to create community and brand love.
This campaign had fans before it even launched.