Spotlight on NW Creative: Seattle Gear, People And Music

JanSport, a division of VF Outdoor, Inc., was founded in 1967 in Seattle, Washington. The brand has a particularly inventive Seattle ad agency on the account and they’re helping to break out Seattle indie band The Cave Singers.
JanSport’s advertising campaign features footage from the brand’s first-annual Bonfire Sessions, a secret campfire concert set under the stars, convening music fans with the outdoors. The concert took place in August, was an invite-only affair and The Cave Singers played.
Courtney Blacker, JanSport brand marketing director, says, “It was a unique and memorable evening for all in attendance and our ad campaign allows us to share the story with everyone.”
But JanSport’s cultural benefactor program doesn’t stop there. According to the brand’s music and events website, Unzipped, JanSport will drop a new compilation on October 27th that features bands the in the JanSport camp, including Elsinore (Champaign, IL) , Prizzy Prizzy Please (Chicago, IL), AutoVaughn (Nashville, TN), The Broderick (Bloomington, IN), Husband & Wife (Bloomington, IN), Ash Reiter (San Francisco, CA), The Dashing Suns (Oakland, CA) and Milagres (Brooklyn, NY).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.