My role: Creative strategy
Agency: Mandai Loop & Save-Our-Souls

What we carry makes us stronger - InMyTabby

Turning the Tabby Bag into an icon for the next generation.

Brand challenge: reach & convert Gen Z, break the category, create an emotional connection, build an iconic product.

Idea: Hijack one of internets most widespread fashion phenomenons: What’s in my bag.

Campaign: What we carry makes us stronger.

When everyone else talks about what physical items they have in their bags, we steal the spotlight to talk about what we really carry through life and how it empowers us.