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Rather than relying on traditional advertising tropes, we leaned into Gen Zs preference for absurdity, self-deprecation, and hyper-specific storytelling while using music as a storytelling vehicle to heighten emotional impact and drive shareability
Do you own backpack armor
Thats all they had, so I just bought one and figured I could adapt to it
These are a set of packing cubes you dont need to be precious about, and we like thatjust shove a load of stuff in, and you know these little cubes have your back (and your stuff)
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