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Crumpler advertising campaign from a College brief last semester.
The brief from the client is to help them launch a new range of bum-bags as an addition to their other highly successful ranges. Sensing resurgence in the popularity of this once popular bag, the bum-bag, they’re aiming to capture the 18 to 25 year student audience by advertising their new range of ‘hip-packs.’ These are in the early design development stage so there is a degree of urgency for this advertising to be ready for the product launch.
The strategy I went with for this brief was to turn a negative into a positive, which is how I've come up with these Adshel advertisements, a typical explorer wearing a old bum bag to a trendy young man wearing the new Crumpler Hip Pack, persuading the audience it's okay to wear one now as the pack is back!