Memory Expeditions
Beatnik & Sons
Issue 57 | December 2020
Agency
Curiosism
Creative Team
Creatives Renan Molin, Charles Faria, Lindsei Barros, The Youth, Yuca, Jamute Creative Technologist Jun Okida Illustrators Leo de Brito, Thiago Benato
Production Team
Production Company The Youth Music Production Company Jamute
Date
September 2020
Background
Beatnik & Sons was the first Brazilian DTC brand focused on travel goods and accessories to land in the United States.
With a fair-trade supply chain, all products were handmade with sustainable materials.
The brand wanted to stay connected to its consumers even though, because of the pandemic, they were unable to travel.
Idea
The idea was to make a series of travel guides based on memories. With audiobooks recorded with binaural sound, the guides transported listeners to the most amazing destinations on earth (the Atacama Desert, Mount Everest, and Botswana) through the memories of tour leaders Babi Cady and Patricia Schussel.
Launching the idea in a video, the central character always hits his head (gently) on a rock before embarking on an adventure.
On the website, designed specifically for mobile, visitors could only unlock the audiobooks by doing the same, hitting their heads with their phones.
Each new backpacks was sold with a rock for the purchaser to hit their head with, freeing up space for the memories they would one-day be acquiring.
Our Thoughts
One estimate is that the worldwide travel industry has taken a $1 trillion hit this year. Sales of suitcases were down 62% by August. If travel brands are able to survive it is because they are able to pivot or to stay top of mind.
Samsara Luggage chose to pivot, producing and selling a Pandemic Essentials kit, containing an N95 mask, sanitising gel, disinfectant pads and three pairs of disposable gloves. Beatnik & Sons are going the top-of-mind route. I hope it works for them.