Eastpak Resist the Pressure of Cultural Conformity in New Global Campaign

Eastpak Resist the Pressure of Cultural Conformity in New Global Campaign

Feb. 29, 2024

Lifestyle brand, Eastpak, today launches its 2024 global brand campaign which reinforces iconic brand platform "Built to Resist". Created by independent creative agency, Mutant, the spot draws inspiration from the increasingly popular Cosplay and Live Action Role Play (LARP) communities.

In a world where tabletop role-playing and escapist fantasy literature have become integral parts of popular and youth cultures, the Cosplay and LARP communities stand out for their remarkable resilience and defiance of convention. The brand’s ‘Built to Resist’ messaging and new campaign upholds the values of those communities by championing creativity, individuality and self-expression. The campaign advocates resistance to the pressure of conformity and celebrates defiance against the dull reality of the mundane resulting in colourful power fantasy.

Pete Winkworth, Global Marketing Director, Eastpak commented: 

"At Eastpak, we side with those who don’t accept the status quo; at their core they are people who inspire & embrace change, celebrate the beauty of self-expression, and are eager to explore the world around them. The Cosplay and LARP communities fit perfectly within that and with Built to Resist 24, we wanted stay true to their ethos."


Odin Saille, Founder and Chief Creative at Mutant, said:

"Eastpak has always been a brand that encourages transformation. Who didn’t customize their bag with markers, safety pins, Tipp-Ex and patches? There’s a beautiful parallel between that ritual and what these cosplayers do. With every new addition to their wardrobe, they unveil a new aspect of their identity. There’s this beautiful saying by George R.R. Martin that says: ‘a reader lives a thousand lives before he dies.’ Well, I think cosplay is the second best option to reach that goal if you’re not into books.”


Eastpak has long been synonymous with resilience, connecting with young people who defy societal norms, resist conformity, and remain authentic amidst adversity. Originally making durable and functional backpacks initially designed for the military, Eastpak has evolved into a brand of innovation aimed at the adventurous urban youth that want to explore the world with a curious, playful, lighthearted mindset.

The campaign will run on social and digital channels in UK, Belgium, Netherlands, Luxembourg, France, Germany, Austria, Switzerland, Italy, Spain, Portugal, Sweden, Norway, Finland, US, Canada, Cyprus, Lebanon, Turkey, Greece, Japan, Poland, Israel, Korea, Middle East and Hungary.

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