The Brief
Even as the world’s biggest luggage brand, Samsonite had never done a lot of talking about its brand. Everything we had created to this point was around products: suitcases, carry-ons and business bags. This was an opportunity to reset, a chance for Samsonite to holistically go to market with a unified campaign that spoke to its connection with its customers.
And that’s where we came in with a new positioning, global tagline and campaign.
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