JanSport Go

Uniting classic, iconic packs in one bold campaign.

This campaign focused on four distinct product lines, melding nostalgia with modern adventure, urging a new generation to explore, create, and simply ‘Go.’

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PROJECT DELIVERABLES

Brand Strategy

Campaign Development

Brand Voice & Story

Video Production & Post-Production

The problem we solved:

JanSport, perhaps everyone’s school-age backpack, faced the complex task of rejuvenating its brand image for today’s customers. The challenge was to spotlight the ingenious design and versatility of JanSport’s offerings, reminding the world why JanSport isn’t just a backpack—it’s a launchpad for adventure.

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A content strategy for each product

At the heart of ‘Go’ lay a tailored approach for JanSport’s four flagship lines: SuperBreak, Hatchet, Digital, and Right Pack. Each was celebrated for its unique appeal, yet bound by the universal call to ‘Go.’ From the SuperBreak’s role in life’s pivotal moments to the Hatchet’s invitation to undiscovered locales, and the Digital pack’s perpetual motion, the campaign wove a narrative of adventure and versatility.

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