Sky bags partners with 22 ft.Tribal Worldwide to launch the ‘Canvas Project 3.0’
Skybags, a leading backpack brand from the house of V.I.P Industries is known for its high fashion, trendy and youth oriented range of backpacks, rucksacks, strolleys and travel accessories. In an ongoing engagement with its consumers, the brand is back with one of their flagship contest- ‘Canvas Project 3.0’. This digitally- driven contest has always rendered a direct connect with the youth by assimilating their artwork and helping the brand align the young thought process with their product line.
For the third edition of the ‘Canvas Project’, Skybags has partnered with 22Feet Tribal Worldwide to grow the brand’s ongoing association with the artistic community in India and resonate with the vibe of their target audience i.e. the youth. Initiated on May 24th 2017, Canvas Project 3.0 isn’t just helping the brand engage with the youth but is also helping Skybags bags create new looks for its products.
The format of the contest is simple. The brand and the agency are reaching out to artists and illustrators across India who can transform their vision into the face of the brand's next bag, via the brand’s social pages and digital marketing. In return, the participants stand a chance to win a high performance desktop, a top-of-the-line action camera and exciting backpacks from the brand's 2017 collection. The winning design will be transformed into an actual bag and be made available on retail.
For the contest, 22feet Tribal Worldwide has created a social-login powered microsite that allows participants to download a design kit and submit their designs on the site. Further, they can invite friends and family to vote for their entries. The brand will pick top entries weekly, a runner-up entry and a winning entry through an elite panel of judges, including Vasant Dewaji, VP- Design and Development, VIP Industries Ltd. and Indian actor Varun Dhawan. This contest is reaching the audience largely through digital- banners, emailers, social and influencer partnerships. To create higher engagement, Skybags is giving away backpacks daily to the interesting designs, chosen based on creativity and popularity (votes).
The contest ends on 25th June 2017.
Commenting on the campaign, Sudip Ghose, Vice President, Marketing & Sales, V.I.P Industries, said, “As a young brand we always need a fresh perceptive from the audience. The Canvas project gives an opportunity to people who are creatively inclined, to design their own collection for Skybags. This digital-led campaign helps to connect with the youth, whose perspective compliments the brand’s ideology. The last two seasons of this campaign were well received by the audience and we look forward to an overwhelming participation this season”
As per Parth Mistry, Content Writer, 22feet Tribal Worldwide, “We realised this at the very start - with a brand that moves along with the pulse of the youth, co-creating products was really the most optimum way to go. In its third edition, Skybags Canvas Project almost feels like a tradition now, where artists congregate and create something truly unique every year. We're delighted and hope to take this project forward for years to come!”
Clients: VIP Industries
Agency: 22feet Tribal Worldwide
Account Management: Shirley D'costa, Keshavi Mehta
Creative Team: Parth Mistry, Kenneth Keymer, Abhimanyu Rathore, Amar Singh Bhagat, Amruta Raut