The newest Eastpak advertisements have taken the idea of Tetris to a new level.
Marketed as a social media campaign, the Eastpak commercial jumpstarting the project features friends jumping off the ledge of a building, only to fall into perfect Tetris shapes on the ground below. What sets this Eastpak campaign apart from other companies that have used the human Tetris idea is that Eastpak offers their Facebook "likers" to actually play the Tetris game.
The Eastpak game takes friends' photos and superimposes them onto the bodies of previously formed human Tetris pieces. Of course, the shock factor of your friends falling off a building may put you off a little bit, but it's a clever idea to get Eastpak's message that they are "Built to resist" across.