In today’s society we know that women across the world are having to play many different roles to accommodate their lifestyles; professional, mother, wife, friend, innovator, activist and often all of the above. Each part of their persona takes them on a different journey every day, with an even greater need for products that pertain to them all. That’s why, for the first time ever, TUMI – innovative travel lifestyle brand – is launching a female-driven global campaign to coincide with the launch of its newest women’s collections.
Led by EP+Co, the new digital campaign is anchored around content created by legendary director Allen Coulter (The Sopranos, Boardwalk Empire, House of Cards) and featuring renowned actress and activist Rosario Dawson. Including a 60-second, 30-second and four 15-second spots, the videos follow one woman’s journey while highlighting the many different personas she takes on within her life. Showcasing TUMI’s range of unique women’s product, the contents celebrate how every woman - no matter what path she takes - can shift appearance, location, and motivation every day, breaking barriers and never having to settle in just one role.
The integrated campaign also features a full product website, designed by EP+Co, in addition to social and digital content.