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By Amy Houston, Senior Reporter

March 10, 2023 | 5 min read

A nostalgic nod to the bag brand’s memorable 1997 ‘Skeleton’ campaign comes courtesy of the indie agency Mutant.

Eastpak has released a sci-fi-inspired multi-channel ad campaign that sees a group of people living on Mars. In the spot, which is part of the ‘Built to Resist’ campaign, the friends float around the rocky terrain, frolicking in the air due to low gravity.

Although the spot visualizes what it might look like if humans no longer inhabit planet Earth, it prophesizes that recreational pursuits will remain much the same.

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Florence Blanckaert, brand marketing manager at Eastpak, said: "Creating a brand campaign is something personal, especially to a heritage brand like Eastpak. It takes trust and partnership. Mutant was the perfect partner and extension of our team in envisioning the future and creative interpretation of our iconic Built to Resist. Pushing the boundaries and keeping us all on our toes. We can’t wait to unveil the result.”

The campaign will run globally from today across social media, digital channels, instore and out-of-home (OOH) activations.

Odin Saillée, founder and executive creative director at Mutant, added: "There are few brands with such an iconic and timeless baseline as Eastpak. This is the kind of stuff you live for as an agency: attaching your creative interpretation to the thread and showing the world what Built to Resist means in our current cultural climate."


Agency: Mutant

Client: Kelly De Block, Florence Blanckaert, Pete Winkworth

Business director: Maarten De Cuyper

Creative director: Odin Saillé

Client director: Innie Tran

Art director: Usman Abdul

Design director: Frank Schouwaerts

Design: Ben Boliau

Motion design: Bob Van den Audenaerde

Client manager: Lina Mertens

Production: Bleunuit

Producer: Ernest Bouvier, Maky Margaridis

Line producer: Ernest Bouvier

Production assistant: Nina Perquis

Directors: Maky Margaridis and Tristan Feres

Photographer: Louis Lekien

Production service: 24/7

Local producer: Gunther Haase

Production coordinator: Patrick Klosse

Production assistant: Jaime Antonio Hernandez Perez

Location manager: Poppy Ramos

Location manager: Francisco García Mateo

Runner: Daniel Cabecera

Runner: Alberto Santana

First director's assistant: Hugo Lebaillif

First photographer assistant: Elie Carp

Director of Photography: Cyrille Hubert

First Camera assistant: Léo Duclos

Second Camera assistant: Hugo Willocq

HMC: Poppy Ramos, Desi Make up /Honey wagon

Stylist: Edem Dossou

Stylist assistant: Anh Quynh

Set designer: Maori Thienot

Gaffer: Hector Garcia

Electrician: Natan Hernandez

Electrician: Miguel Angel Crespo

Key Grip: Patrick Cauderlier

Grip: Alexandre Cauderlier

Grip: Mael Lamberton

Cast: Christophe Diawaku Mbila, Jeff Cokson, Philippine Lecat, Victor Bouhier, Chloé Payen de Lapierre

Editor: Rémy Monti

Cleaning/Flame: Julien Mercier

Color Grading: Arthur Paux

Sound composition: Rémy Monti

Singer & VO: Jazz Sanusi

Recording: Siméon Viot & Rémy Monti

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