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JanSport Live Outside: Rio De Janeiro


We’re taking JanSport to one of the world’s most iconic cities, Rio De Janeiro, in a whirlwind celebration of street art, music and urban culture in our fourth year of JanSport’s Live Outside brand and content marketing effort.

For those unfamiliar, Live Outside is a content-based brand effort centered around street artists collaborating to paint a gigantic mural in a different city each year. We film the whole thing from inception to completion and then celebrate at the end with some amazing local bands, doubling down on our theme of creative collaboration. We’re showing off what happens when self expression and urban exploration collide.

Building Brand Value through Authentic Content Marketing

The goal is to build JanSport’s brand value to our audience through real, engaging, authentic content. We know that talk is cheap and action is everything. We and JanSport have a true commitment to street and youth culture, and we’ll be exploring and engaging with neighborhoods like Lapa and Santa Teresa– artistic and bohemian hotspots where artists, craftspeople, and the young come together. We’re also going to highlight the flavors of the city, literally by checking out some local food, but also by getting a taste of the streets– taking part in activities like kite fighting, capoeira, charmes (a spontaneous DJ hosted dance party on the street) and a lot of sand and surf.

And this year people are going to be able to experience Live Outside in completely new ways. We’ve packed virtual reality cameras, 360 cameras, GoPros, live streaming and even drones as part of our production package, allowing us to really show off the directorial chops of our Creative Director Greg Rowan and our Director of Photography Jesse Green.

We took off on February 24, follow us live as we transform an empty wall into art on the livestream.

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