Peach
Hobby home page
liahome
Electriclime gif
IPA Banner Global Recognition
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

How Julian Edelman, Shaun T and Kristin Kish Redefine Work for Samsonite Business Bags

Creative 320 Add to collection

The spots features the celebs preparing for work set to a modern upbeat version of the song 'I’ve Been Working on the Railroad'

How Julian Edelman, Shaun T and Kristin Kish Redefine Work for Samsonite Business Bags

Samsonite’s marketing launch for their new line of business bags personifies how today’s work can be anything but a grind, with the help of a celebrity athlete, trainer and chef in the #WorkNotWork campaign, which launches today, New England Patriots Wide Receiver Julian Edelman, Insanity Fitness Trainer Shaun T and Top Chef Winner and Celebrity Chef, Kristin Kish rehearse and prepare for the work they love in a series of social spots.  The videos are set to  a­ modern upbeat twist of the familiar song 'I’ve Been Working on the Railroad' and Julian, Shaun and Kristin can be seen carrying their Samsonite Business Bags as part of their work day.  The campaign was created by Samsonite’s long time agency, Connelly Partners.  


Kristen Kish

Julian Edelman

Shaun T

The videos will air online on sites like Mashable,Vox, TED and Men’s Journal where the audience is passionate about technology, education, business and travel.  A social influencer campaign will feature photographers, artists and other visually interesting careers and their #WorkNotWork moments.  

“Formal business attire is more often the exception not the rule.  We’ve evolved our Samsonite business bags product line to reflect fashion trends in business casual and smart casual workplaces, whether it be in a shared workspace office, a restaurant kitchen or a boardroom,”said Stephanie Goldman, Senior Director of Marketing Communications at Samsonite.  “With Samsonite business bags by their side, our intrepid influencers are free to make work their playground. Because to them, it isn’t work.”

The campaign is an evolution of Samsonite’s brand positioning “We Carry the World” a nod to the Maker Movement.  In these videos, Samsonite luggage wasn’t visible, the viewer could only see the contents of each traveller's bag, filled with travel needs of a filmmaker, long distance runner, and other “non-traditional” professions, in the shape of the bag they were carrying. 

“We wanted to align Samsonite's new line of business bags with the unexpected.These aren't your traditional bags, so we wanted to go in a more unconventional route with the occupations that we featured,” said Alyssa Toro, Chief Creative Officer at Connelly Partners.  “Work nowadays can look much different from a typical 9-5, and we demonstrated the love that people actually have for their craft and the hard work that they put into it on a daily basis.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Post Production / VFX

Post Production Company: Peel & Eat

Production Company

Director: Carissa Mak (Art Director & Associate Creative Director)

DOP: Aaron Frutman

Executive Producer: Barry Frechette

Producer: Jonelle Murphy

Production Company: DGA Productions

Music

Mix: Soundtrack

Music Agency: Hifi Project

Creative Agency

Brand Supervisors: Ashley Campbell

Chief Creative Officer: Alyssa Toro

Copywriter: Sid Murlidhar (Creative Director)

Senior Broadcast Producer: Lauren Lukacsko

Social Creative: Megan Mulcahy

Categories: Accessories, Clothing and Fashion

The Marketing Standard, Fri, 14 Jul 2017 02:26:24 GMT