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Full of Possibilities

Full of Possibilities

Michael Carnevale

Michael Carnevale

September 4, 2018

Because adventure starts here.

"The film is a call to action—to keep exploring, abandoning what you don’t need, and finding new experiences."

Rather than simply display a product, Italian backpack manufacturer Invicta wanted to take viewers on a journey. With Havas Milan, Invicta brought to life several adventures. Creative Directors Bruno Vohwinkel and Aureliano Fontana share their creative approach, explain who the brand is trying to reach, and tell us how this spot is different from those for other backpack brands.

 

How does this spot position the backpack as more than just a utility?

It shows that the backpack is not just a container filled with objects, but of experiences, emotions, and special moments. It’s full of stories. Like a travel companion or a passport, Invicta backpacks allow you to discover new things, but at the same time, it represents you and tells the world who you are.

So, what was the insight that led the creative team to this approach?

We started from a simple product truth: The items inside your backpack aren’t just objects. If you empty it after a week of use, you will find traces of everything you’ve done in that week—tangible and intangible evidence of the places you’ve been, the people you’ve met, and remnants of experiences that you’ve lived. Your backpack is actually the embodiment of your memories.

And what’s the storyline?

The film starts with a question: “What is your Invicta full of?” Then a series of scenes depict everyday life with different protagonists answering the question in different ways, depending on how, when, and where people are using their backpacks. All that is to demonstrate the closing line: “For us, each Invicta is Full of Possibilities.” The film is a call to action—to keep exploring, abandoning what you don’t need, and finding new experiences.

 

How does this film connect with the target audience?

Our target is wide: from 15-year-old students to professionals in their 30s. Each scene tells a unique story with protagonists who represent different members of the brand’s target audience. Each of them has a backpack that suits his or her story and shows how Invicta is the right backpack for any lifestyle and personality.

How is this story different from other backpack brand spots?

This specific category has a very aesthetic and fashion-driven approach. Most of our competitors position their products as accessories. So they just show how their backpacks look and why they can upgrade someone’s appearance. We wanted to put the focus back on the functional truths of the product and highlight how it can enhance someone’s everyday activity.

How did you choose the people in this spot?

We did a long and wide search with the production company to cast and find the best characters for our story. We believe that we succeeded in portraying natural, credible, and original faces that can represent an international audience.

Any fun behind-the-scenes stories from making this film?

Yeah. One of the scenes in the film shows three friends eating together. They were the only ones that were actually able to eat something that night because the production food truck got stuck for hours in a huge traffic jam.

"The film is a call to action—to keep exploring, abandoning what you don’t need, and finding new experiences."

Rather than simply display a product, Italian backpack manufacturer Invicta wanted to take viewers on a journey. With Havas Milan, Invicta brought to life several adventures. Creative Directors Bruno Vohwinkel and Aureliano Fontana share their creative approach, explain who the brand is trying to reach, and tell us how this spot is different from those for other backpack brands.

 

How does this spot position the backpack as more than just a utility?

It shows that the backpack is not just a container filled with objects, but of experiences, emotions, and special moments. It’s full of stories. Like a travel companion or a passport, Invicta backpacks allow you to discover new things, but at the same time, it represents you and tells the world who you are.

So, what was the insight that led the creative team to this approach?

We started from a simple product truth: The items inside your backpack aren’t just objects. If you empty it after a week of use, you will find traces of everything you’ve done in that week—tangible and intangible evidence of the places you’ve been, the people you’ve met, and remnants of experiences that you’ve lived. Your backpack is actually the embodiment of your memories.

And what’s the storyline?

The film starts with a question: “What is your Invicta full of?” Then a series of scenes depict everyday life with different protagonists answering the question in different ways, depending on how, when, and where people are using their backpacks. All that is to demonstrate the closing line: “For us, each Invicta is Full of Possibilities.” The film is a call to action—to keep exploring, abandoning what you don’t need, and finding new experiences.

 

How does this film connect with the target audience?

Our target is wide: from 15-year-old students to professionals in their 30s. Each scene tells a unique story with protagonists who represent different members of the brand’s target audience. Each of them has a backpack that suits his or her story and shows how Invicta is the right backpack for any lifestyle and personality.

How is this story different from other backpack brand spots?

This specific category has a very aesthetic and fashion-driven approach. Most of our competitors position their products as accessories. So they just show how their backpacks look and why they can upgrade someone’s appearance. We wanted to put the focus back on the functional truths of the product and highlight how it can enhance someone’s everyday activity.

How did you choose the people in this spot?

We did a long and wide search with the production company to cast and find the best characters for our story. We believe that we succeeded in portraying natural, credible, and original faces that can represent an international audience.

Any fun behind-the-scenes stories from making this film?

Yeah. One of the scenes in the film shows three friends eating together. They were the only ones that were actually able to eat something that night because the production food truck got stuck for hours in a huge traffic jam.

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