Samsonite, the world's leading luggage brand, has launched ‘Enjoy Every Second’, the new 2013 pan-European campaign, created by Saatchi & Saatchi Brussels. Part of the ‘Samsonite by Your Side’ campaign, the new work follows last year’s successful ‘Arrivals’ campaign.
Last year’s campaign focused on the emotions people show at airport arrivals, this year’s campaign is all about the experience, excitement and surprise of travelling. As part of ‘Enjoy Every Second’, we see travellers outside the reassuring familiarity of the airport and follow them on their journeys around the world. The focus is on ‘that’ travel moment when travellers realise that they really are outside their comfort zone and in unfamiliar territory, full of surprising sights, sounds and smells.
The travellers are able to enjoy these moments, despite any luggage mishaps along the way, like their case falling from the roof of a bus on the plains of Africa, or getting crushed between two New York cabs, because Samsonite is there to take care of their belongings. This is made possible due to their innovative Samsonite Curv®collection suitcases, made with Curv material which provides an unrivalled combination of lightness and strength.
Edouard Wattel, European Communications Director, Samsonite said: “This new campaign illustrates perfectly our brand values, especially the fact that nothing should stop you from travelling with Samsonite by your side. Saatchi succeeded in finding the challenging balance between crazy, surprising and emotional travelling moments while demonstrating clear product benefits of lightness and strength”.
Jan Teulingkx, Executive Creative Director of Saatchi & Saatchi Brussels added: “The best travel moments are the ones that just happen to you. We thought it would be interesting to let stuff happen to us. That's when we decided to make the production process part of the idea. We shot a few key scenes, rented a van, stuffed it with suitcases and went out there. A beautiful experience, full of big & small surprises. Samsonite is made for discovering more of this amazing world. That's exactly the feeling we wanted to give when you see this film: I should travel and discover more”.
As the world’s leading luggage brand for over 100 years, Samsonite has a long history of innovations that push the boundaries of luggage to the extreme. Samsonite has been granted the exclusive right to use Curv material in the luggage market and owns an innovative and patented production process for manufacturing luggage made from this material.
Curv is created by heating and compressing different layers of woven polypropylene fabric to form incredibly strong and light sheets, which are then carefully moulded to form the outer shells of the luggage. It is known for its high energy absorption, lightweight qualities and outstanding shock impact performance.
Curv material gives Samsonite a real edge in a market where ‘lightness’ has become ubiquitous, enabling Samsonite to offer consumers unrivalled quality, durability and impact resistance paired with lightness.