After redefining “basic” for Gen Z last year, JanSport and Party Land return with a new twist on loyalty. In the second chapter of “Always With You,” JanSport bags come to life — singing their hearts out about the chaos, drama, and devotion of always being by your side.

The Strategy?
Give the backpack a voice. Literally. Each bag becomes an emotional support character — belting original songs about everything it carries (physically and emotionally). The humor hits because it’s honest, relatable, and rooted in the reality of everyday life.

The Channels?
TikTok, YouTube, and Reels became the stage for 15-second musical monologues. Lo-fi puppetry, off-key vocals, and genre-spanning tracks helped each bag feel like a character, not a product.

The Outcome?
We didn’t just remind people that JanSport is always with you — we made them feel it. The result is a campaign that’s heartfelt, offbeat, and built to connect with Gen Z right where they are.