THE FIRST BRANDING FLASHMOB IN ITALY
Renovate the well-established and historical positioning of Eastpak brand with spectacular and provocative actions in an urban environment. Create and mobilize a community who shares the key-values of Eastpak.
Use the aggregation forms of web, word-of-mouth and guerrilla marketing to create a true movement linked to Eastpak, that mobilize for flashmobs with enormous mediatic visibility, such as the Soft Fight Club of Milan, the greatest street pillow fight ever seen in Italy.
The operation was awarded the gold prize at the 2007 NC Awards for the Guerrilla Marketing category.