ASIA-PACIFIC – HONG KONG, MAY 2011 – Hot off the appointment of JWT Hong Kong as creative agency for Samsonite’s new regional, ‘Step Out’campaign in February of this year, the brand has launched its first regional brand campaign ever for Asia.
‘Step Out’ unites different product offerings under one story, elevating Samsonite from a durable luggage brand to a brand that is essential part of our daily lives to a brand with relevance and emotional appeal.
Charles Wong, Deputy Executive Creative Director, JWT Hong Kong, stated, "Our campaign depicts how Samsonite fulfils its brand promise to look after our lives in motion. It marks a bold departure from the usual luggage category."
The ‘Step Out’ campaign will run across TV, OOH, Print and In-Store. It will be launched this year in the following markets: China, Hong Kong, India.
Wang Lei, Director of Planning, JWT Hong Kong said, “Samsonite is at the verge of becoming a true brand in the full sense of the word. It started as the name of a single product. Now, it is a sign of know-how in a category. It stands for ‘durable luggage.’ In the future it should be the genetic code of a wide variety of products across categories.”
In its 100 years of history, Samsonite has evolved and innovated as new modes of transport such as the airplane and the car transformed travel behaviour across the world.
"It’s a pleasure to share this elegant expression of our vision of Samsonite as a brand that is truly inspired by the human courage required to cross thresholds into the unknown. ‘Step Out’ deftly consolidates the diverse activities of the brand into a single theme that resonates across borders to something common within all of us,” said Dr. Ramesh Tainwala, President Asia-Pacific and Middle East, Samsonite Asia Ltd.
CREATIVE CREDITS
Agency: JWT Hong Kong
Client: Samsonite Asia Limited
Exposure: Integrated Campaign (Film, Print, OOH, In-store)
Project Name: ‘Step Out’ Campaign
THE TEAM
Creative Directors: Lo Sheung Yan, Charles Wong, Barbara Fu
Art Director: Bobby Chiu
Copywriter: Henry Lim, Charlene Cai, Robert Chen
Planner: Wang Lei
Producer: Anthony Leung
Account Executives: Joanna Go, Dana Ho
Director: Sng Tong Beng
Production Producer: Tammy Hui
Production Company: Odeon Three Sixty Ltd
Post-Production: Post Production Office
Editor: Vincent Cheung
Music: Andrew M.
Photographer: Connie Hong
Production Producer: Helen Ng
Production Company: Ki Workshop Ltd.
Digital Artist: Henry Chan
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