Carry on: Samsonite shows its lighter side
VERSUS campaign by Saatchi & Saatchi and Samsonite

Carry on: Samsonite shows its lighter side

Brussels - Luggage brand Samsonite has released a series of online videos that showcase the innovative features behind its latest range, in tongue-in-cheek style.

Article/16326 #1
VERSUS campaign by Saatchi & Saatchi and Samsonite

Brussels - Luggage brand Samsonite has released a series of online videos that showcase the innovative features behind its latest range, in tongue-in-cheek style.

The five videos, created by Saatchi & SaatchiBrussels, are set in a laboratory where each of Samsonite's latest products are put to the test in a series of bizarre trials.

In the Samsonite VERSUS International Weather Forecast video, the Samsonite Rainsport umbrella is pelted with buckets and nails to demonstrate the product's durability. The Lite-Locked case is placed in the centre of an extreme tug of war between tractors, horses and weightlifters.

Meanwhile, in the VERSUS Boarding Time video, the Samsonite X-Pression case is pulled through a makeshift assault course by a remote-controlled car to highlight the product's 360º spinning wheels.

'[The videos] really reinforce the strength, resilience and durability that have kept Samsonite at the forefront of the luggage industry for years,' says creative director of Saatchi & Saatchi Brussels, Alexander Cha'ban.

The quirky nature of Samsonite's VERSUS campaign is a great new example of a brand embracing Faction Marketing. To find out why more and more brands are using humour and storytelling to promote their products and services read our Faction Marketing macrotrend.

Discover More News
 McDonald’s gamifies fast food detours in Side Missions campaign

News

McDonald’s gamifies fast food detours in Side Missions campaign

McDonald’s is turning spontaneous snack runs into playful quests with its new Side Missions campaign.
Gaming : Advertising : Food & Drink
 Touchland and Crocs unveil personalised hand sanitiser with charms

News

Touchland and Crocs unveil personalised hand sanitiser with charms

Touchland and Crocs are getting ahead of the back-to-school season with a new limited-edition collaboration designed to appeal to Gen Alpha’s desir...
Fashion : Beauty : Gen Alpha
Stat: UK Gen Z champion imperfect sustainability in fashion

News

Stat: UK Gen Z champion imperfect sustainability in fashion

Gen Z are driving a nuanced shift in fashion, where quality and durability are increasingly valued, but not at the expense of affordability. Accord...
Gen Z : Fashion : Sustainability
The Palladium Hotel Group reframes luxury as logging off in new holiday campaign

News

The Palladium Hotel Group reframes luxury as logging off in new holiday campaign

The Palladium Hotel Group is positioning digital disconnection as a modern luxury in its latest in-house campaign.
Advertising : Travel & Hospitality : Digital Detox
Lululemon taps into civic fandom with Lewis Hamilton partnership

News

Lululemon taps into civic fandom with Lewis Hamilton partnership

Lululemon has unveiled Formula 1 champion Lewis Hamilton as its latest global brand ambassador, marking a strategic evolution in the brand’s approa...
Fashion : Sports : Social Impact
Stat: Vibe-based budgeting is shaping young consumers’ spending habits

News

Stat: Vibe-based budgeting is shaping young consumers’ spending habits

Amid economic uncertainty, Gen Z and Millennials are turning to vibe-based budgeting – adjusting spending based on how the economy feels rather tha...
Gen Z : Millennials : Finance
Asahi Super Dry spotlights style and culture in campaign for Women’s Rugby World Cup

News

Asahi Super Dry spotlights style and culture in campaign for Women’s Rugby World Cup

Asahi Super Dry has launched a bold new campaign film starring English rugby union player Ellie Kildunne, spotlighting the confidence, creativity a...
Sports : Food And Drink : Advertising
Meta eyes smart glasses market with reported EssilorLuxottica stake

News

Meta eyes smart glasses market with reported EssilorLuxottica stake

Meta is reportedly taking a £2.6bn ($3.5bn, €3bn) stake in EssilorLuxottica, emphasising the tech giant’s growing commitment to smart eyewear as a ...
Technology : Fashion : Smart Glasses
Stat: Culture-driven fandom is reshaping Formula 1

News

Stat: Culture-driven fandom is reshaping Formula 1

Formula 1’s global fandom is entering a new era, fuelled by Gen Z, women and culturally captivated audiences.
Sports : Formula One : Streaming
Immersive design is reshaping the future of luxury spaces

News

Immersive design is reshaping the future of luxury spaces

Immersive technologies are redefining how luxury brands design and deliver physical spaces, from real estate to retail and hospitality.
Luxury : Technology : Design
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN