A celebration of the simple everyday adventures shaping the next generation.
For over 110 years, Antler has helped people explore the world. The brand believes the spirit of travel doesn't begin at the airport or with a passport. It begins on the walk to school, in the local park, in the everyday moments where children first learn to explore.
Launching ahead of the new school year, Let Their Minds Wander invites families to see childhood not as routines to be rushed through, but as everyday adventures where confidence and imagination quietly grow.
To kick off the campaign, the launch film reimagines the familiar and momentous journey of the first day of school through the eyes of a child.
Every new school year begins with a journey. Not just towards a classroom, but towards new friendships, growing confidence and endless possibilities. Sometimes all it takes is a little courage to step through the school gates. Luckily, every explorer has someone walking beside them – even if only they can see it (a giant lion footballer)!
The inspiration behind the campaign draws directly from conversations with children about what they imagine on the way to school, with technology used simply to visualise worlds that already existed.
Throughout each story, the Kids Essential Backpack accompanies the journey: recycled ripstop that shrugs off spills, straps that adjust as they grow, and removable patches so kids can make it their own.
The backpack becomes more than something that carries books. It becomes a child's first companion on the little journeys that shape their approach to travel.
