INTRODUCTION
In a world where everyday utility meets design, EUME sought to redefine the narrative around functional yet stylish backpacks. They needed a campaign that would not just highlight the product but also immerse audiences in the intricate craftsmanship behind it. TheCloy took on the challenge to create an end-to-end digital experience that captured the essence of EUME’s innovation.
IDEATION & STRATERGY
We began with a storytelling-first approach, conceptualizing a campaign that would not just ‘sell’ the bag but tell its story. Our key insight was that a bag isn’t just an accessory; it’s a companion through life’s journeys. We framed the campaign around the theme ‘More Than a Bag, A Story’ to highlight how EUME backpacks blend innovation with everyday utility.
Key Creative Angles:
Artisanal Precision: A focus on the intricate process of designing and assembling the bag.
Material Innovation: A deep dive into the sustainable, high-quality materials used.
Human Connection: Showcasing the hands and minds behind the product – the artisans and designers.
Urban Explorer Vibes: Positioning the bag as a must-have for modern-day commuters and travelers.
CONCLUSION