#GOBACKPACK
Jack Wolfskin

From sinking back into the consciousness of the young community - that was the dream of the traditional brand Jack Wolfskin: about the natural roots back to the young routes. With authentic products, authentic characters and authentic stories, Jack Wolfskin planned as an enabler to inspire and accompany the young target group for the outdoor adventure. An emotional online and offline activation campaign, which brought the brand back into the relevant set of the target group from the ground up, ensured, among other things. for 32,000,000 video views, 80,000 new followers and 300,000 landing page visitors. Achieved by the outdoor user, who, called upon by a Pay with your Story idea, became the protagonist of the campaign. All over the world, the young people of nature and travelers showed their flags and shared the backpack feeling: Consistently implemented and precisely controlled by our communication strategy. Dreamers wanted, Dreamers captured.

  • 12 months campaign duration
  • 32 mio YouTube video views
  • 80.000 new followers
  • 10.000 user posts
  • 100% user generated content
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Credits

Agency: Werbewelt
Chief Creative Officer: Tobias Ulmer
Executive Creative Director: Bastian Pristl
Account Director: Regina Levenhagen
Project Manager: Julia Meyer
Art Director: Lutz Fischer

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