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Millennials are 'Born to Go' in New Global Brand Campaign for Samsonite

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HAMLET's Ben Strebel directs fast-paced campaign from Wunderman Thompson Belgium

Millennials are 'Born to Go' in New Global Brand Campaign for Samsonite

‘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.”

Samsonite - Born To Go
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Composer: Filip Sijanec


Editor: Phil Currie @ Stitch, London

Post Production / VFX

Colourist: Luke Morrison

Post Production Company: Electric Theatre Collective

2D Artist: Mike Boden, Tomer Epshtein, Luke Parsons

2D Lead: Ally Burnett

Producer: Oliver Whitworth

Production Company

Production Company: HAMLET Brussels

Director: Ben Strebel

Producer: Sophie Brooks

Executive Producer: Ruben Goots, Jason Felstead, Thomas Hofman

DOP: Ben Todd

Post Producer: Dominique Ruys


Sound Engineer: Chad Raymond @ Molinaire London


Advertiser: Samsonite

Creative Agency

Creative Agency: Wunderman Thompson Antwerp

Executive Creative Director: Pieter Staes

Art Director: Kate Bellefroid

Copywriter: Jolien Tuyteleers

Producer: Caroline Van Ranst, Ingeborg Van Hoof, Bruno Dejonghe

Account Director: An Van den Cruyce

Account Management: Mieke Moortgat

Genres: Visual VFX, People, Action, Dialogue

Categories: Luggage, Travel

Hamlet, Mon, 13 May 2019 15:49:31 GMT