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By Becky Ebenkamp
LOS ANGELES–EVF Corp.’s JanSport will shift creative gears later this month to paint itself a hip new image in a $5 million back-to-school ad campaign featuring the bare backs of young celebrity achievers.
Two-page spreads, created by agency Elgin DDB in Seattle, will run in 31 magazines starting in July aimed at students and young adults, including Details, Rolling Stone, Sports Illustrated and Allure. In addition, an eight-page insert will run in Spin, Seventeen and Vibe.
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