The ‘Built to Resist 2023’ campaign by Eastpak reinforces the brand’s core proposition of durability, emphasizing the product’s exceptional longevity through its thirty-year warranty. By framing the campaign around a futuristic scenario where humanity has colonized Mars, Eastpak communicates a promise that its products are not only resilient but timeless—capable of withstanding extreme conditions far beyond everyday use. This positions Eastpak bags as reliable companions for adventurous, creative, and youthful consumers who value both durability and self-expression.
Strategically, the campaign leverages Eastpak’s heritage in youth culture and the brand’s established creative platform ‘Built to Resist’ to maintain continuity while updating the narrative for a contemporary audience. By combining a nostalgic nod to the iconic 1997 ‘Skeleton’ campaign with a visionary setting of space exploration, the campaign connects with consumers' imagination and desire for playful adventure. The use of a cinematic film across multiple channels, including social media, digital, in-store, and out-of-home, enables widespread reach and engagement with culturally diverse markets across Europe, North America, the Middle East, and Asia. This multi-channel approach targets a global, youthful demographic that aligns with Eastpak’s brand identity—consumers who prioritize durable, functional products without sacrificing creativity and individual expression. The futuristic theme both reinforces the practicality of the product and energizes the narrative with optimism and forward-thinking, enhancing Eastpak’s relevance in a competitive market where lifestyle and durability intersect.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign most closely fits SYMBOLIZE THE BENEFIT, as it dramatizes the iconic durability of Eastpak bags through a boldly exaggerated, futuristic setting—human life on Mars. Rather than depicting literal stress tests or direct product demonstrations, the narrative and visuals represent extreme durability (a bag surviving until humanity reaches Mars) as a symbol for Eastpak's legendary resilience. The playful, optimistic future acts as an exaggerated metaphor for long-lasting quality, creatively translating warranty and toughness into an imaginative, memorable symbol.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Herschel Supply Co. – Positioned as a premium lifestyle brand, Herschel blends classic design with modern functionality, focusing on stylish, trend-conscious consumers seeking fashionable yet practical backpacks and accessories. Their emphasis on heritage-inspired aesthetics with a contemporary twist appeals to urban youth and creative professionals.
2. Fjällräven – Renowned for its durable, sustainable outdoor gear, Fjällräven highlights eco-friendly materials and timeless Scandinavian design. The brand targets environmentally conscious consumers who prioritize functionality and longevity in products suited for both urban and wilderness adventures.
3. The North Face – Leveraging strong performance and innovation credentials, The North Face serves outdoor enthusiasts with high-quality, durable backpacks and gear that withstand extreme conditions. Their market positioning centers on adventure readiness paired with cutting-edge technology and style.
4. Patagonia – A leader in sustainable and ethical outdoor gear, Patagonia differentiates itself through its strong commitment to environmental activism and corporate responsibility. Their products target consumers who value durability, repairability, and eco-conscious manufacturing alongside reliable performance.
5. Tumi – Tumi occupies the premium travel and lifestyle segment by blending luxury design with advanced materials and organizational features. The brand appeals to business travelers and affluent customers who seek high-end, durable bags with a sophisticated, professional aesthetic.
Q: What is Built to Resist 2023 about?
A: Built to Resist 2023 is a global brand campaign created for Eastpak by independent agency Mutant and launched in 2023. The campaign spans multiple markets across Europe, North America, the Middle East, and Asia, using a cinematic film to reinforce Eastpak’s iconic platform of durability and youthful energy. Set in a futuristic society where humanity has colonized Mars, the campaign dramatizes the enduring quality of Eastpak bags—highlighted by their thirty-year warranty—while celebrating the brand’s legacy in youth culture and creative self-expression.
Q: What creative device does Built to Resist 2023 use?
A: Built to Resist 2023 employs the creative technique classified as FORMAT#9 SYMBOLIZE THE BENEFIT in Clapboard’s 12-format taxonomy. This approach uses exaggerated visuals and symbolic storytelling to represent the product’s positive impact, in this case dramatizing Eastpak’s legendary durability by imagining their bags surviving until humanity reaches Mars. Rather than relying on literal demonstrations, the campaign’s futuristic narrative and optimistic visuals serve as a metaphor for resilience and longevity, translating the brand’s promise into a memorable and imaginative symbol.
Q: What is the campaign proposition for Built to Resist 2023?
A: The campaign proposition for Built to Resist 2023 centers on Eastpak’s promise of exceptional durability, targeting adventurous, creative, and youthful consumers who value both resilience and self-expression. By framing the narrative around a future where Eastpak bags accompany humanity to Mars, the brand communicates that its products are not only built to last but are timeless companions for exploration and adventure. This strategic positioning reinforces Eastpak’s heritage in youth culture and its commitment to producing products that withstand extreme conditions, resonating with a global audience seeking both function and individuality in the household products category.
Q: How does Built to Resist 2023 rank in Clapboard's archive?
A: Built to Resist 2023 holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Eastpak's category?
A: In Eastpak’s category, key competitors include Herschel Supply Co., which is positioned as a premium lifestyle brand blending classic design with modern functionality for trend-conscious consumers; Fjällräven, known for sustainable outdoor gear and timeless Scandinavian design targeting environmentally conscious adventurers; The North Face, which emphasizes performance and innovation for outdoor enthusiasts seeking durable gear; Patagonia, a leader in ethical and sustainable products appealing to those who value repairability and environmental activism; and Tumi, which serves the premium travel segment with luxury design and advanced materials for business travelers and affluent customers.
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