JanSport wanted to position itself as a sustainable backpack option for Gen Z
— but how do you appeal to an audience with an understandably high sense of skepticism and an aversion to ads?
JanSport
Made for 2050
The Spot
Let’s be honest – the last thing the world needs is another sustainability ad from a brand. So, we made one. Sort of.
We know a backpack company isn’t going to save the world, but we do believe JanSport is making a difference. We wanted to send a message rooted in satire, but with a humble sense of confidence.
So we kept it real and wrote a self-aware script.
Where We Landed
Keeping in mind the tone of the spot, I wanted to bring that same energy to our landing page with web copy that exuded the same earnest, but still funny, self-awareness.
