CLIENT
JanSport
Monica Rigali, Senior Director, Marketing
Alexandra Reveles, Sr. Brand Marketing Manager
AGENCY
Matt Johnson, CSO
Jay Kamath, CCO
Richard Fischer, Creative Director
Molly Barela, Brand Director
Estevan Palomino, Brand Manager
Hunter Kelly, Strategist
Hunter Kelly, Copywriter
Eric Trujillo, Art Director
SUMMARY
The JanSport brand has been synonymous with back-to-school for decades. But in a year when students wouldn't actually be returning to in-person classrooms, JanSport needed an inventive way to stay relevant with its Gen Z audience. Audience research revealed that mental health is hands-down the most pressing issue this generation faces. So instead of making your typical back-to-school campaign, JanSport leveraged this unique moment to launch an ongoing commitment to #LightenTheLoad that these young people carry. The resulting brand actions drove increases in brand health metrics, site visits, engagement.
