Eastpak’s communication had become generic in recent years, missing its outspoken voice it once had in the past. We injected the brand with some personality and reinvented their iconic statement Built to Resist. In a world of conformity, it’s the small daily acts of positive resistance that defines and unites people. This was the driving truth behind the campaign, which revolved around showing all kinds of small acts of rebellion that together created one large scene of positive resistance. The campaign is used in retail, as digital marketing (banners & pre rolls), on Eastpak’s social channels and on Eastpak.com.