‘Born to go’, directed by Ben Strebel through HAMLET for Samsonite, is Wunderman Thompson Belgium’s first work for the global luggage brand.

The campaign will run globally across regional Samsonite social and online channels from today.

Samsonite is a brand we are all familiar with, a household name. The suitcases are nearly always discarded to the loft for most of the year and extracted once or twice annually for holidays. But times have changed, millennials are more mobile and fast paced than older generations. Looking to this new generation of traveller, 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 the 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.”