“I Am Packed” is a really nice project by Air New Zealand. The airline provides a plattform for a trend that has been growing quite a while now and used throughout many aspects of media. The project “Things organized neatly” by Austin Radcliff sums it up really well from an artistic point of view and is definitely worth looking at. Here though it is strictly within the context of Air New Zealands product without putting to much effort on branding the plattform and therefore able to keep its legitimate soul, the interest and personality of each user. Check out the “What’s in your bag? – group” on flickr to get a feel for the dimension. People just love looking at other peoples things. Me to. ;-) In the end this is a great example of a small but very relevant solution that brands can and have to come up with when managers and advertisers talk about “engaging with your target group”.