Built to Resist 2023

Agency: Mutant


Lifestyle brand, Eastpak, today launch their 2023 global brand campaign which reinforces their iconic creative platform ‘Built to Resist’.

For the 21st century iteration of 'Built to Resist', independent creative agency Mutant created a multi-channel campaign which will run on social media, digital channels, instore and OOH. ‘Built to Resist 2023’ not only brings the Eastpak DNA of positivity and creative self-expression to life, but also demonstrates and reinforces the iconic brand’s most prominent product benefit: durability. With every bag coming with a thirty-year warranty, it’s entirely possible that an Eastpak could still be around when mankind is exploring new terrain on Mars.

Honouring the brand's legacy in youth culture, Mutant combined the fun-loving, brave, venturous Eastpak mindset with a clear representation of the product’s durability in a futuristic setting. ‘Built to Resist 2023’ fasts forward to the future where humankind is exploring the new terrain of life on Mars. The cinematic film visualises a futuristic society where although we no longer inhabit planet Earth, our recreational pursuits remain the same. Our new home permits our desire for playful adventure and supports our youthful energy of exploration and fun.

‘Built to Resist 2023’ is also a nostalgic nod to Eastpak’s iconic 1997 ‘Skeleton’ campaign, and eagle eyed viewers just might spot a very fleeting guest appearance from our bony friend.

The campaign will run in the UK, Belgium, Netherlands, Luxembourg, France, Germany, Austria, Switzerland, Italy, Spain, Portugal, Sweden, Norway, Finland, US, Canada, Cyprus, Lebanon, Turkey, Greece, Japan, Poland, Israel, Korea, Middle East and Hungary.

This professional campaign titled 'Built to Resist 2023' was published on March 10, 2023. It was created for the brand: Eastpak, by ad agency: Mutant. This Film medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 3 months ago by Brooks: Zoe.


Agency Mutant
Client Kelly De Block, Florence Blanckaert, Pete
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 & 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 @_kingin2, Jeff Cokson @flyestshot, Philippine Lecat, @okphilou, Victor Bouhier, Chloé Payen de Lapierre @claudepayendelapierre
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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