Jansport was looking to get beyond the book-bag high schooler and into the 20-something cool kids. So rather than ads, we created a series of events that yielded loads of social content, in addition to brand and campaign assets. It was a pretty efficient way to get the most out of limited production dollars, while also creating authentic experiences.
The Bonfire Sessions - A secret concert experience in the woods for 500 lucky fans. Clues on social led to a secret bus stop location. The Sessions went city by city and still carries on today, nearly 10 years later.
Recap video
Reclaimed Art Canvas - Music festival pop-up experience where people could paint onto rolls of backpack canvas, which would later be made into limited edition packs.
500 Pine Party - In honor of a favorite Capital Hill bar block in Seattle that was recently demolished for condos, we threw a DJ party and rebuilt tribute rooms to the old haunts. A great way to get the local love.
