JanSport "Roof Top"

For urban explorers, solving the maze to the destination is the real reason to explore. Go anywhere with the versatile Hatchet backpack by JanSport.

JanSport tapped their longtime AOR, San Francisco-based Teak (www.teaksf.com), to cast both the SuperBreak and the Hatchet as a companion for self-expression and discovery. The result is a creative execution that builds on the brand’s outdoor heritage and brings its bold message to a diverse young audience. For SuperBreak, the campaign takes a journey down the path of youthful self-discovery featuring late nights in the city, special friendships, and limitless possibilities. Hatchet finds its protagonists dominating the city landscapes, exercising their freedom to go anywhere and do anything.

To keep the campaign fun, but grounded in authenticity, Teak took a non-traditional path to finding talent, choosing to feature real young people, not actors. At times, this involved casting talent from social media channels and even seeking out skateboarders off the street in San Francisco, starting a dialog with its customers that helped grow and shape JanSport’s brand story.