STANDARD ADVERTISING MULLENLOWE TOKYO

WORKS

Hello! AEON’s Start to School Campaign
(24 Colour Backpack)

AEON

The beginning of school for Japanese children is filled with many rights of passage. One of these is the school backpack, that the child usually receives from their grandparents and the child would keep for the first 6 years of their school life. Despite all sorts of technical advances, the designs have changed little over the years – hand made of durable brown leather. These backpacks are heavy and cumbersome and put tradition and nostalgia before the needs of the child.

AEON sought to challenge that notion, putting the child first. The result was a lighter, more durable, and more colourful backpack.

To visualize this new backpack we launched a campaign starring the popular child actress Eva-chan who tests the backpack to its limits.

TV-CM, MAGAZINE, WEB, IN-STORE / 2015