"Backpacks that carries you". The purpose of this campaign was to tell the personal story of the traveler, through the items they carry with them. The imagery speaks to the individual personality of each traveller, and that there are no limitations to what it can carry.
The objective was to explore different applications for a new product roll out and execute material across all platforms. The goal was to communicate through three touch points: awareness, engagement, and conversion.
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Product campaign
The in-store display uses live objects sandwiched between glass and carpet. The purpose of this is to make the 2D graphic images come to life and visualise the travel experience in a real world.
The design of the hang tag was based on a luggage tag an airline would use. The purpose of this was to further strengthen the brand identity of Cargo and its visual design relationship with airline sign-age.
UI Design
The website was designed to evoke the nostalgic feeling one gets from chronic wanderlust. The design focus was on the key elements of the site pertaining to the new product launch.
