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Samsonite Vs. Gravity, Monsoons and... a Chicken?

Creative 382 Add to collection

Saatchi & Saatchi Brussels and Caviar pushes luggage to the limit

Samsonite Vs. Gravity, Monsoons and... a Chicken?

Samsonite, the world’s largest luggage brand, asked Saatchi & Saatchi Brussels to demonstrate the intensive testing of each of their products in a range of humorous online videos.  

With emphasis on the robust qualities of the luggage collections, the videos showcase how the innovative designs make Samsonite products a force to be reckoned with.

Leading the industry for more than 100 years, Samsonite has a long history of rigorous and unique quality testing methods. Launching this story via a series of ‘tongue-in-cheek’ online videos entitled Samsonite VERSUS the World, Saatchi & Saatchi Brussels brings the resilience of each Samsonite case to life by subjecting it to unexpected endurance tests.

Demonstrating the real-life testing in the Samsonite Quality Lab, Samsonite VERSUS Monsoon pits Samsonite’s Paradiver™ range against a simulated monsoon rainstorm. The test highlights the effectiveness of the water-resistant material that keeps contents dry even in the most extreme weather conditions.


Samsonite VERSUS Chicken reveals how Samsonite meets overwhelming consumer demand for lighter cases that are easy to use and extremely lightweight, a necessity for checked luggage. In this video, a case from the Samsonite Short-Lite™ collection is weighed against a live chicken to judge which is lighter. Easily winning the challenge, the Short-Lite is customised to ensure that you can pack everything you need without tipping the scales. The video uses the chicken to reinforce these merits in a clever and comical way.


Samsonite VERSUS Gravityemphasises the outstanding ‘shock impact performance’ of the suitcases in the Cosmolite® range when dropped from a 15 meter height into a luggage cart. The Samsonite best-seller proves to be victorious thanks to the impact-resistant Curv® material that forms the shell of the case. Further reinforcing its durability, the suitcase also proves to be resilient and remain undamaged when a 300kg luggage cart is dropped on it.


This series of three videos will be launched across Europe on 10th February 2014, to online travel and lifestyle media. Sure to grab attention, Saatchi & Saatchi Brussels’ uses a light-hearted approach to illustrate Samsonite’s stringent endurance tests and quality control measures. Each clip is underpinned with the serious message that Samsonite cases are put through their paces to live up to their brand promise. Emerging victorious every time, it really is Samsonite VERSUS the World.

“Samsonite VERSUS the World” is the latest in a series of bold, creative projects developed by Saatchi & Saatchi Brussels on behalf of Samsonite. Previous campaigns have included:






Account Manager: Jonathan Moerkens

Creative Directeur: Jan Teulingkx / Alexander Cha’ban

AD: Arnold Hovaert

Copy: Damien Veys

Production: Caviar

Art Buyer: Gaelle Haesaert

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Genres: Comedy

Saatchi & Saatchi London, Mon, 10 Feb 2014 16:55:22 GMT