From a latent icon to one of the top 5 Gen Z brands of 2024.
JanSport Global
It’s the most ubiquitous backpack in the world, but it hasn’t had mass appeal or brand awareness in decades. Our global campaign for the brand focused on unremarkable moments in the most real way, and while Gen Z around the world may express themselves and their humor differently, their connection to their bags - and how they use them - creates a common thread.
Our global campaign led to all-time highs in brand recognition and demand for JanSport.
Featured a buncha places, but HERE first.
