Jansport

Insight: Nobody really knows what people carry in their fanny packs, a secret known only to those confident enough to wear one.  

Idea: Own the quirky, weird, and ironically cool status of the fanny pack, by keeping everyone guessing what will come out next.

Social: There are so many possibilities with a fanny pack. What better way to prove that than with amazing GIFs on social. 

Twitter: WA lot fo famous people are known for wearing fanny packs. So, we asked twitter what they thought these cultural icons kept in their fanny pack.

OOH: Every month something different comes out of the fanny pack billboard.

Copywriter: Brigham Kmetzsch

Art Director: Hannah Campbell

Content Creator: Dave Peirce