Human and JanSport Create Global Back-to-school Campaign for Gen Zers Who Seek Value

Full-service digital agency Human has launched “Always With You,” a global back-to-school campaign for America’s favorite backpack company, JanSport. The multimedia project is running until September 4. The agency won the JanSport business in 2022.

The work will run on paid media, organic social—including TikTok, Instagram, Facebook, and YouTube—and a media event in New York. Videos include a 60-second spot along with several cuts (5 :30s, 8 :15s, and 2 :06s). Other elements include banners and GIFs.

For the creative, Human used iPhones to shoot the film component in a portrait orientation that is native to the social media platforms and brings JanSport eye level with its consumer to create content that felt authentic and consumer generated. They collaborated with influential voices in today’s culture, including NYC thrift icon Emma  Rogue, indie rock band DWLLRS, skater Eunice Chang, and gamer Krystalogy, to showcase the most inspiring, wild, and outlandish stories featuring “their pack”—whether it’s their pack of friends or their JanSport.

Along with the stories from influencers, the brand conducted research to gather stories from young Gen Z consumers, some of which were included in the work. The result is consumer-generated content that is authentic. It was important to show that JanSport “gets them.” The series features the stories “Get Swole,” “Holy Zip,” “Pick Me Up,” and “Racoon Robbery.”

The objective is to tap into Gen Zers’ love of nostalgia and on-trend style just in time for back to school.  

To further the campaign’s reach, the brand hosted a media event with influencer Emma Rogue at her store, Rogue, in NYC. The event included custom backpacks for all attendees as well as a gift card to shop and outfit to match the new pack. Socially shareable imagery included an authentic payphone to tie into NYC street culture and JanSport branding throughout the store.

Client: JanSport 

Client Team: Monica Rigali, Alexandra Reveles, Anisah Parks, Brandon Vance, Ben Raines, Zackery Harrell, Jonathan Laser 

Campaign Title: Always With You  

Execution Title: Back to School (BTS’23)

Agency: Human Design

Chief Creative Officer: John Weiss

Creative Director Design: Drew Smith 

Creative Director Film: Micah Dudash 

Creative Director Copywriter: Peter Knierim 

Producer: Mimi McCormick 

Account Director: Katie Baldwin

Account Supervisor: Dori Lentsch, AnneMarie Ahrendt 

Strategy: Kelsey Sullivan, Chris Burton 

Photographer: Alden Bonecutter 

Music and Sound Design: Coupe Studios 

Stylists: Nikki Malloy 

Prop Master: Jessica Jeanne 

Hair and makeup: Nyla Nasser, Shilo Gold

Source: Human

  Advertising, Campaign, Gen Z, Human, JanSport, Marketing