Saatchi & Saatchi Belgium announces a new advertising campaign for Samsonite®, the world’s leading luggage brand. ‘Travel Lighter to Go Further’ focuses on the great rewards of travelling light: the lighter you travel, the further you can go. The further you go, the more memories you can bring back home. The campaign features three hero collections – all innovatively designed for lightness — and will run in Germany, France, Belgium, Italy, Spain, UK, Turkey, Russia, South Africa, Austria, Germany and The Netherlands. It will be played out across TV, cinema, in-store, print, and online.
Nothing should stop you from travelling. That is what Samsonite is all about. The further Samsonite innovates, the further people can travel to experience the best moments and memories. Travelling yields one of life’s deepest satisfactions: you unplug yourself from everyday life and find a sense of happiness and fulfilment. Samsonite aims to create an emotional bond with consumers, inspiring them to let their dreams take them further.
Edouard Wattel, Director of Communications at Samsonsite Europe said: “Featuring 3 different luggage collections in one strong concept was a big challenge for us, but Saatchi found a great story with the Travel Lighter to Go Further campaign. The films make people dream about travelling and bringing home wonderful memories, whilst at the same time, showcasing our most beautiful & lightweight innovations.”
“The campaign’s focus is on the importance of experiences and memories,” continues Jonathan Moerkens, Account Director at Saatchi & Saatchi. “New experiences enrich people, especially the things you cannot grasp or weigh. We wanted the commercial to combine premium travelling with thrilling experiences and unforgettable memories, and therefore chose Venice and Thailand as our location for the shoot."
The ‘Travel Lighter to Go Further’ campaign consists of four different TV commercials of several different lengths. The brand movie features all three collections, whereas the other three commercials focus respectively on Lite-Locked, Neopulse and B-Lite. These will be released at a later date.
Creative Credits:
Ad Agency: Saatchi & Saatchi, Belgium
Creative Director: Alexander Cha’ban
Art Director: Arnold Hovart
Copywriter: Damien Veys
Account Director: Jonathan Moerkens
Agency Producer: Tuyen Pham
Director: Arnaud Uyttenhove
Photographer: Frank Uyttenhove
Production Company: Caviar
Composer Music: Peter Baert