I Am The Campaign
Bag it. Do you think you are bag? Eastpak, that maker of fine backpacks, thinks you think you are. How else to explain the I Am The Bag campaign which boasts a batch of videos featuring people as bags?
Take a peek at the dedicated website and you’ll find clips of I Am The Warrior, I Am The Artist and I Am The Peacemaker, and see what’s going on. Sort of.
Agency Satisfaction Brussels says the idea behind the campaign is that Eastpak bags are pretty durable goods. And because they live with their owners so long, well, they begin to take on their personalities.
Of course they do.
“I am the thunder, I am the sound, the million volts, the years of doubt,” says I Am The Artist. “My stitches are made to hold my fury when I’m the star deep in the night. I am your voice, I Am The bag.”
At first we thought the campaign was… weird. Now, We Are Scared.
