ergobag "Best-Buddy"
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
With a 360° campaign including a new brand claim, ergobag, a pioneer in ergonomic school backpacks, is breaking new ground in the school bag market. ergobag positions itself as an empowering companion for children and clearly sets itself apart from industry-standard product stagings through empathetic storytelling and visually powerful motifs. Special feature: for the first time, ergobag occupies the unique moment of school enrolment – letting go and starting into a new world! In addition to parents and children, the "Best Buddy" campaign also specifically addresses retail partners: emotional, differentiating and with noticeable success.
The Jury‘s Statement
ergobag, renowned for ergonomic and adaptable school backpacks, has set an emotional milestone with its 360° campaign. By portraying the first day of school as a meaningful moment, the campaign appeals equally to parents and children. Creative design elements, such as distinctive thematic language and charismatic characters, create an identity-defining brand world. The strategically coordinated multi-channel approach, from out-of-home to AR experiences at the point of sale, impresses with consistent relevance and impact. This project establishes new benchmarks in holistic brand communication.
