Lighten Your Step
KIPLING
Insight: Being comfortable while traveling makes the journey more enjoyable.
Big Idea: Having to carry a heavy bag, restricts you from enjoying activities.
Experiential Campaign
Kipling will be placing trampoline walkways in airports to encourage people to lighten their step and take a load off. Trampolines will be placed next to standard airport walkways so people have the option of which walkway they’d prefer to take.
Digital Campaign
In a digital campaign, the lightness of Kipling’s backpacks will be demonstrated by a series of Instagram posts consisting of their backpacks being held up by weak objects.