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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:
In 1952 Eastpak started making durable gear for the US military. The brand introduced a 30 year warranty to let their bags live up to their potential and to the baseline ‘Built to resist’.

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.