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Defying convention in the new global ‘Built to Resist’ campaign.
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In a world where tabletop role-playing and escapist fantasy literature have become integral parts of popular and youth cultures, the Cosplay and LARP communities stand out for their remarkable resilience and defiance of convention. Lifestyle brand, Eastpak, is known for this too.
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“Fun fact: the blue demon wasn’t supposed to wear a fanny pack but the actor turned out to be a very large man if you get what I mean. And it actually turned out to make the opening shot even better.”
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In a strikingly cinematic 90-second anthem we affirm that Eastpak is ‘Built to Resist’. The campaign upholds the values of those communities by championing creativity. It advocates resistance to the pressure of conformity and celebrates defiance against the dull reality of the mundane resulting in colourful power fantasy.
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