A really great idea and a really great film. Agency, Mutant, has created a campaign film for lifestyle brand, Mutant, highlighting its most prominent feature, durability – and set it on Mars. (With every bag coming with a thirty-year warranty, it’s entirely possible that an Eastpak could still be around when mankind is exploring new terrain on Mars.) That film, directed by Maky Margaridis & Tristan Feres, has used all the advantages of the location. It’s quirky, fascinating, very distinctive and undeniably cool.

The 2023 global brand campaign reinforces the brand’s creative platform, Built to Resist 2023, and will run in social media, digital channels, instore and OOH.

Mutant’s campaign underlines the brand’s legacy in youth culture and the fun-loving, brave, venturous Eastpak mindset. The cinematic film visualises a futuristic society where although we no longer inhabit planet Earth, our recreational pursuits remain the same. The new home allows playful adventure and the youthful energy of exploration and fun – in a wild, alien landscape.  

Eastpak has been making long-lasting products since 1952, beginning as Eastern Canvas Products making durable gear for the US military. Built to Resist 2023 is also a nostalgic nod to Eastpak’s iconic 1997 Skeleton campaign. Eagle-eyed fans of the brand might spot a very fleeting guest appearance from its bony friend.

Florence Blanckaert, brand marketing manager at Eastpak, stated, “Creating a brand campaign is something personal, especially to a heritage brand like Eastpak. It takes trust and partnership. Mutant was the perfect partner and extension of our team in envisioning the future and creative interpretation of our iconic Built to Resist. Pushing the boundaries and keeping us all on our toes. We can’t wait to unveil the result.”

Odin Saillée, founder and executive creative director at Mutant, added, “There are few brands with such an iconic and timeless baseline as Eastpak. This is the kind of stuff you live for as an agency: attaching your creative interpretation to the thread and showing the world what Built to Resist means in our current cultural climate.”

The campaign will run in the 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.

Credits

Client: Eastpak
Client Team: Kelly De Block, Florence Blanckaert, Pete Winkworth

Agency: Mutant
Creative Director: Odin Saillé
Client Director: Innie Tran
Art Director: Usman Abdul
Design Director:  Frank Schouwaerts
Design: Ben Boliau
Motion Design: Bob Van Den Audenaerde
Business Director: Maarten De Cuyper   
Client Manager: Lina Mertens

Production Company: Bleunuit
Directors: Maky Margaridis & Tristan Feres
Producers: Ernest Bouvier, Maky Margaridis
Line Producer: Ernest Bouvier
Production Assistant: Nina Perquis

Photographer: Louis Lekien

Production Service: 24/7
Local Producer: Gunther Haase
Production Coordinator: Patrick Klosse
Production Assistan: Jaime Antonio Hernandez Perez
Location Managers: Poppy Ramos, Francisco García Mateo     
Runners:  Daniel Cabecera, Alberto Santana
First Director’s Assistant: Hugo Lebaillif
First Photographer Assistant: Elie Carp
Director Of Photography: Cyrille Hubert

Editor: Rémy Monti
Post-Production: Julien Mercier
Colour Grading: Arthur Paux                             
Sound Composition: Rémy Monti 
Music: Siméon Viot & Rémy Monti