Eastpak Insider

Role: Creative Director
Prod Co: HiddenCity

We created an experiential marketing campaign that would engage London's youth culture, and position Eastpak as more than just a backpack brand - but as a cultural icon for urban exploration and adventure.

Drawing inspiration from the found footage phenomenon and early social media moments like lonelygirl15, we created a campaign that blurred the line between reality and fiction.  A shadowy figure called "The Insider" became our protagonist - hiding £5,000 cash inside an Eastpak backpack somewhere in London. The people of London were tasked to find it.

The campaign operated as a true hybrid experience - digital content unlocked physical challenges, creating a seamless loop between online discovery and real-world adventure.

Found footage-style videos dropped weekly on the campaign website. Participants decoded cryptic clues from home, analyzing every frame for hints about London locations.

Armed with clues, participants hit the streets of London. They had to physically visit locations, interact with people, and search for markers to progress to the next challenge.

Over 1,000 players converged on Peckham for the final mass participation event where one winner emerged to find the money and claim the £5,000 prize.