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

Samsonite is a brand we are all familiar with, a household name. 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 travellers, 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 our 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.