Carry the Essentials

Founded in Vermont, Red House handcrafts its durable, simple bags with hand-dyed canvas and antique hardware. Currently, the brand focuses its advertising on affluent millennial women.

In an effort to broaden Red House’s demographics and brand awareness, the Carry the Essentials campaign targets a millennial male audience with cheeky humor. Carry the Essentials pairs the illustration style of instructional diagrams with exaggerated visuals. Why wear pants when you have a durable, handy handbag? Stuff the essentials like twigs, rope, and a friendly squirrel!

The campaign’s personas include the Camp Counselor, the Doomsday Prepper, and the New England Hipster.