JanSport Promo THE BONFIRE SESSIONS by Creature

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THE BONFIRE SESSIONS

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Industry Apparel, Clothing & Footwear, Clothing
Media Promo & PR
Market United States
Agency Creature
Director Annie Sloan
Creative Director Pat Horn
Art Director Chris Campbell
Copywriter Shirley Hendrickson
Designer Shawn Diaz
Producer Kaylin Fitzpatrick
Photographer Bryan Sheffield
Editor Brian Zalewski
Released August 2010

Credits & Description

Category: Durable Goods
Advertiser: JANSPORT
Product/Service: OUTDOOR GOODS & APPAREL
Agency: CREATURE
Date of First Appearance: Aug 28 2010
Entrant Company: CREATURE, Seattle, USA
Principal/Executive Creative Director: Jim Haven (Creature)
Principal/Executive Creative Director: Matt Peterson (Creature)
Creative Director: Pat Horn (Creature)
Art Director: Chris Campbell (Creature)
Copywriter: Shirley Hendrickson (Creature)
Designer: Shawn Diaz (Creature)
Producer: Kaylin Fitzpatrick (Creature)
Account Executive: Ali Daniels (Creature)
Project Manager: Mandy Hoover (Creature)
Photographer: Bryan Sheffield (Bryan Sheffield Photography)
Executive Producer: Ryan Hadlock (Bear Creek Studios)
Line Producer: Manny Hadlock (Bear creek Studios)
Director: Annie Sloan (Teak)
Editor: Brian Zalewski (Teak)
Media placement: Print (1) - Vice Magazine (Music Issue), The Stranger - 1 August 2010
Media placement: Social Media Campaign - Facebook, Twitter, JanSport Blog - 1 August 2010
Media placement: Wild Postings (2) - Seattle- Various Locations - 5 August 2010
Media placement: Event (1) - Seattle- Bear Creek Studios - 28 August 2010

Describe the objective of the promotion.
The client asked us to design and execute a Seattle-based event that would connect outdoor activity with today’s youth culture. We wanted to build opportunities that engaged the youth culture, encouraging them to bring their lives outdoors rather than creating experiences that flow the other way around, forcing the outdoors into their worlds.

Describe how the promotion developed from concept to implementation.
The idea was simple: kids belong outside. We wanted to capture the universal, simple pleasure of sitting around a crackling campfire, under the stars, with your dearest friends dancing to live music. Hopeful attendees had to follow clues on Twitter, Facebook, and JanSport’s music blog throughout the month leading up to the event. From there, they could figure out the location where buses would depart for the top-secret concert location. We held a mini-event at the bus stop with a local band, to raise curiosity.

Explain why the method of promotion was most relevant to the product or service.

While historically JanSport has had strong performance authenticity, the rise of specialty gear outfitters combined with the ubiquity of the JanSport packs had devalued their claim on outdoor authority. As today’s Mobile Tastemakers were born in a digital world, they’ve increasingly become more and more unfamiliar with the outdoors at best, and sedentary at worst. The promo intended to both reconnect the consumer with the outdoors, as well as engrain the consumers perception as JanSport being a leader in outdoor gear, and a brand the represents their unique generation.

Describe the success of the promotion with both client and consumer including some quantifiable results.
It increased offline and online conversation and sharing. Attendees chronicled the event generating pictures, brand love, and lifelong memories; as well as, key promotional assets for the year. According to the client, Marketing Director Courtney Blacker, it was "The most meaningful thing we've ever done as a brand". Most importantly, it took a generation steeped in hipster urban culture and introduced them to the outdoors. Jansport has made great inroads with contemporary youth culture through creative events, music association, and overall communications.