Problem: Jansport is seen as a simple backpack.
Solution: Position Jansport's simplicity as a blank canvas for endless possibilities.
The idea behind this campaign goes further than what goes in a backpack, so we positioned Jansport to bring out individuality.
THe Blank Canvas Project:
We asked our audience to submit their Jansport artwork on our Instagram for a chance to get their design available to purchase online.
Art Director: Key Higdon