The idea was simple: kids belong outside. To help them reconnect with the outdoors, we held a secret campfire concert in the woods. Hopeful attendees had to follow clues on Twitter, Facebook, and JanSport’s music blog throughout the month leading up to the event. From there, they could figure out the location where buses would depart for the top-secret concert location. Upon arrival, they were greeted with food trucks, bonfires and a live band. We wanted to capture the universal, simple pleasure of sitting around a crackling campfire, under the stars, with your dearest friends dancing to live music.

It increased offline and online conversation and sharing. Attendees chronicled the event generating pictures, brand love, and lifelong memories; as well as, key promotional assets for the year. According to the client, Marketing Director Courtney Blacker, it was "The most meaningful thing we've ever done as a brand". Most importantly, it took a generation steeped in hipster urban culture and introduced them to the outdoors. Jansport has made great inroads with contemporary youth culture through creative events, music association, and overall communications.