JanSport Promo, Case study RECLAIMED ART CANVAS by Creature

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Creative Director Steve Cullen
Art Director Patrick Horn
Designer Ramon Vasquez
Producer Kaylin Fitzpatrick
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: JANSPORT
Product/Service: BACKPACKS
Date of First Appearance: Jun 11 2009 12:00AM
Entrant Company: CREATURE, Seattle, USA
Entry URL: http://www.jansportartcanvas.com
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Creative Director: Steve Cullen (Creature)
Art Director: Patrick Horn (Creature)
Writer: Sarah Bergey (Creature)
Designer: Ramon Vasquez (Creature)
Senior Account Director: Steve Hawley (Creature)
Account Director: Ali Hummels (Creature)
Producer: Kaylin Fitzpatrick (Creature)
Media placement: Website - Online - 10 June 2009
Media placement: Live Event - Bonnaroo Music Festival - 11 June 2009

Results and Effectiveness
So far 15,500 people have visited www.jansportartcanvas.com since it launched and 350 people have tagged a canvas. We’ll be returning to Bonnaroo in 2010 and expanding the Reclaimed Art Canvas to other large festivals like SXSW, Coachella and Lollapalooza., with the attendees of each festival creating their own 'line' of JanSport backpacks.

Creative Execution
The goal of the reclaimed art project was simple: Take the nostalgia of drawing and writing on your backpack to a whole other level. And create a unique line of backpacks. We set out to Bonnaroo, the 4-day music and art festival in Tennessee, to put up huge blank canvases-the same canvas used to make JanSport packs- and let anyone who wanted to go town with paints, markers and other art supplies. The end result was fourteen colorful murals that then became a limited edition run of Bonnaroo JanSport backpacks. Over 4 days, we documented the entire process and pointed our artists to our Reclaimed Art Canvas online gallery (www.jansportartcanvas.com), where they could go and view the completed canvases and actually tag and comment on their own artwork. After the festival, we brought the finished canvases back to the JanSport headquarters where they were cut apart and sewn into backpacks.

Insights, Strategy & the Idea
Jansport is a well-known brand with a unique problem: Our target had a positive opinion of JanSport backpacks—But after high school, people would tend to move on from JanSport and 'graduate' to a different bag brand. We wanted to make JanSport relevant again to taste-making 20 to 30 year olds by reminding them of what they had always loved about the brand growing up. Part of the appeal of JanSport backpacks has always been that they are more then a backpack—they are a blank canvas for the pack owner’s creative expressions of choice. Whether they be intricate illustrations, original poems or anarchy signs, most JanSport owners have made at least one backpack doodle over their lifetime. We decided to take backpack doodling to the next level with the 'Reclaimed Art Canvas' project.