Having worked with Collab for many years, when Nickelodeon was looking for a way to celebrate the 10th anniversary of Dora the Explorer, they asked us to collaborate.
Nickelodeon asked Collab to figure out a method for designing bags, in a limited run, for 12 celebrities as part of Dora’s anniversary, and the pro-social initiative, Beyond the Backpack.
The campaign was created to call attention to the emotional, physical, and educational competencies preschoolers need. The campaign served as the key component of Nickelodeon’s overall plans for Dora the Explorer’s anniversary, and consisted of a PSA campaign featuring Salma Hayek and Dora.
The PSA Campaign of Beyond the Backpack Program was formed to promote kindergarten readiness for preschoolers. Celebrities were asked to create one-of-a-kind backpacks that would be sold to support the program, Collab designed and manufactured limited-edition Dora backpacks for each celebrity involved in the campaign including: LeBron James, Shakira, Jessica Alba, Heidi Klum, Salma Hayek Pinault and Matthew McConaughey.
The real challenge was get celebrities, who had never designed a bag, to design one. We created a style guide for the celebrities to use that was as easy as flipping through pages and circling the patterns, colors and details they wanted included on their bags.
Collab succeeded in bringing the project to life, designing each bag as a limited edition style that was signed by the celebrity, and auctioned to raise money for the Children's Defense Fund.
Having created a style guide, participating became fun and easy for the celebrities. It created parameters that made the selection process easy, and made producing the bags considerably more seamless for us.
All of the bags were one-of-a-kind. All were hand-made in New York City, and each featured Dora-inspired graphics ranging from punk-rock and preppy to goth-chic and glam.
Below are the final versions of the backpacks by Jessica Alba, Drew Brees, Sheryl Crow, Faith Hill, LeBron James, Heidi Klum, John Leguizamo, Eva Longoria Parker, Salma Hayek Pinault, Shakira, Slash, and Matthew McConaughey and Camilla Alves.