JanSport had a challenge: How do you stay cool when you're 57? The brand, long associated with middle school hallways, needed to stay relevant as its core audience aged up into teens, college students, and young adults. To do that, we decided to own being "basic" in the best possible way.

The Strategy?
Instead of running from it, we leaned all the way into it. JanSport became the bag that doesn't pretend to be anything it's not — it's there for the real, messy, everyday moments. This approach hit a nerve with Gen Z’s love for authenticity. No need for over-polished perfection when the reality is way more relatable (and funnier).

Channel Choice?
Where does Gen Z spend their time? TikTok. The platform’s raw, playful, and fast-moving nature was the perfect playground to tell the story of being the "basic backpack" that never tries too hard. Through viral videos, humor, and moments that mimic everyday life, JanSport redefined “basic” as something bold, fun, and essential.

This strategy didn’t just drive reappraisal — it made being basic cool again. It also landed JanSport on the Ad Ade top 5 Gen-Z strategies for 2024.