Wunderman Thompson rejuvenates Samsonite

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LONDON, Today: A sexy high-energy global campaign for Samsonite is giving the venerable luggage brand a whole new look. The campaign will run globally across regional Samsonite social and online channels from today (and, eventually, other media).

The new focus for the luggage brand are Millennials and their mobile, fast-paced life, those who want to see everything and go everywhere. 

It’s been put together by Wunderman Thompson Belgium.

“The film is as fast-paced as its target market, and is directed by Ben Strebel through Hamlet Brussels,” says the PR release.

“Millennials are more mobile and fast paced than older generations. Looking to this new generation of travellers, lightweight travel luggage is required to be reliable and consistent, an essential component for modern life. Samsonite is just the brand to help with that.

“The narration over the high-energy film urges our millennial audience to see everything and go everywhere. The visual moves quickly to the rhythm of the VO juxtaposing a description of a typical world traveller experience alongside the visuals of an urban one.”

Director Ben Strebel said: “We used a wide-angle lens to create a sense of depth and space and shot the film in keeping with the campaign’s ethos: of the big wide world waiting to be discovered, with the aim to capture just about everything.”


Client: Samsonite
Title: Born To Go

: Wunderman Thompson Belgium
ECD: Pieter Staes
Art Director: Kate Bellefroid
Copywriter: Jolien Tuyteleers
Account Director: An Van den Cruyce
Account Manager: Mieke Moortgat
Agency producers: Caroline Van Ranst, Ingeborg Van Hoof, Bruno Dejonghe

Production Company
: Hamlet Brussels
Director: Ben Strebel
Producer: Sophie Brooks
Executive Producers: Ruben Goots, Jason Felstead, Thomas Hofman
Post-Producer: Dominique Ruys
Director of Photography: Ben Todd
Music Composer: Willem Claesen
Editor: Phil Currie @ Stitch, London
Sound Design: Sonhouse Brussels
Colour Grader: Luke Morrison
VFX Company: ETC London
VFX Supervisor: Ally Burnett
PR: Zoe Brooks (Boo London)

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