Bronze
Music & Sound
Original Music with Lyrics
| Entrant: | Mutant, Antwerp |
| Brand: | Eastpak |
| Title: | "Built To Resist" |
| Corporate Name of Client: | VF Corporation |
| Client Company: | Eastpak, Brussels |
| Global Chief Marketing Officer: | Pete Winkworth |
| Agency: | Mutant, Antwerp |
| Chief Creative Officer: | Odin Saillé |
| Senior Art Director: | Usman Abdul |
| Agency Business Director: | Maarten De Cuyper |
| Agency Senior Account Director: | Innie Tran |
| Agency Account Manager: | Lina Mertens |
| Production Company: | BLEUNUIT, Brussels |
| Directors: | Maky Margaridis/Tristan Feres |
| Production Company First Director's Assistant: | Hugo Lebaillif |
| Senior Executive Producers: | Ernest Bouvier/Maky Margaridis |
| Producers: | Gunther Haase/Patrick Klosse/Jaime Antonio Hernandez Perez |
| Line Producer: | Ernest Bouvier |
| Director of Photography: | Cyrille Hubert |
| Production Company First Photographer Assistant: | Elie Carp |
| Production Company First Camera Assistant: | Léo Duclos |
| Production Company Second Camera Assistant: | Hugo Willocq |
| Production Company Cleaning/Flame: | Julien Mercier |
| Production Companies Electricians: | Natan Hernandez/Miguel Angel Crespo |
| Gaffer: | Hector Garcia |
| Grips: | Patrick Cauderlier/Alexandre Cauderlier/Mael Lamberton |
| Production Assistant: | Nina Perquis |
| Production Company HMC: | Poppy Ramos |
| Production Companies Location Managers: | Poppy Ramos/Francisco García Mateo |
| Production Company Set Designer: | Maori Thienot |
| Production Company Stylist: | Edem Dossou |
| Production Company Stylist Assistant: | Anh Quynh |
| Production Companies Runners: | Daniel Cabecera/Alberto Santana |
| Editor: | Rémy Monti |
| Colorist: | Arthur Paux |
| Recording Studio Engineers: | Siméon Viot/Rémy Monti |
| Sound Design Company: | TRGDY Inc. |
| Sound Designers: | Dries Henderickx/Fabian van Doorslaer |
| Photographer: | Louis Lekien |
| Recording Studio Singer: | Jazz Sanusi |
| Performers: | Christophe Diawaku Mbila/Jeff Cokson/Philippine Lecat/Victor Bouhier/Chloé Payen de Lapierre |
| Voice-Over: | Jazz Sanusi |
Description:
As it is the best proof-point of the quality of the product, Eastpak chose to re-introduce the baseline in 2023 as an established mindset. It has always been a red thread through Eastpak’s campaigns in an often youthful and playful way.
We added an extra cool layer to underline the iconic factor of the brand.
Imagine that the planet was no longer inhabitable. What if climate change had changed where we live but not how we live? Welcome to Mars, where travel and daily commute is still the same as on earth. Eastpak is displayed in a rougher environment with features as how we imagine the red planet, but where people and everyday life are still very recognisable.
‘Built To Resist’ was born from Eastpak’s strongest USP, the durable quality of the product. We gave a creative translation to it with a clear statement: no matter the circumstances, Eastpak will still be around in the future and the product will thrive, no matter the circumstances and setting.
This attitude was then translated into a tailor-made soundtrack, which in essence is an ode to our baseline. We composed the soundtrack for this film from scratch which allowed us to not only set the right mood, but to also seamlessly blend it into the sound design and to incorporate our brand message in the lyrics. The song was sung by Antwerp based artist Jazz Sanusi.