Nothing from this Eastpak Campaign makes any sense to me. Made for Zombies huh? Or bags made to resist them? I'm clueless! 
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- CHENNAI, TAMILNADU, India
- sandeep makam is currently 32, lives in chennai, india and is the managing partner at be positive 24, a full service communications agency.
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19 comments:
I guess, like zombies, those bags are immortal ...
The bags are not made for zombies. You just have to read the baseline: Built To Resist. So, even if you're a zombie after the end of the world (^^), the bag is still there.
By The Way, this campaign is from Belgium, by Satisfaction ;)
It looks like zombies are, by nature, "built" to resist death. Hence the arbitrary benefit of the bag - that it is built, just like a zombie, to resist death.
i think is:
eastpak resist for a long long long time. You can die but your bag is always the same.
rottin corpses...seen MJ's thriller :p
eventhough the people are rotten, the bags are still as new. they resist the weather. that's my guess
Maybe they're trying to say that Eastpak bags are so resistant that resist your whole life AND afterlife! Even after you're dead, you can still count on it!!
I think it's a little bit (just a little :)) too radical for an ad!
I've noticed that most of your posts are "what is this?!?"
"this is gross!!"
"this is nonsense!"
"bla bla bla"
:(
Don't be so negative :D
oh.. and this means that the bags are so durable and strong that they have out lived the people who bought them.
Pathetic campaign. But I like gory pictures... so... it was ok.
NICE BLOG!!!
Built to resist = resisting death...hence the buttons that say 'i love life'.
Buying the bag causes the zombies to 'resist death & love life'.
Kinda works...but only just?
Hi Sandeep,
It means that humans may deteriorate over a period of time but the Bags won't. Hence built to resist - the USP is durability as with all bag and luggage brands.
Anyways, it doesn't work.
Karthik
Maybe it's the same idea as when they were showing skeletons in the desert wearing their bags. This time, your bag is still in perfect condition even when you're so old that you turned into a zombie.
this ad is definitely nonsensical, but my best guess is that the backpacks are helping these humans to "resist" their transformation into zombies. that would explain why the undead are sporting "i love life" pins, etc.
could that be it?
found this post via adjab.
the last long enough so the zombies used it on their before lifes
if it's built to last, shouldn't the baseline simply be 'built to last' instead of 'built to resist?' zombies tear at anything, but not these bags as they don't give way - that's built to resist. bad art direction. it looks revolting and draws attention from the product. isn't there a better way to use the same idea? by the way did anyone enquire if this ad really ran? and if so to what effect? remember ogilvy mentioning that an ad could actually de-sell a product? :)
or is this a zombie promotion in disguise? zombie copywriter. zombie art director...
this ad runs.
but to me, it's nonsense, too.
does anybody know; which ad agency did this "zombies" campaign?
i saw up that it's from belgium but which agency?
X_x
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