New York – Luggage brand Tumi has enlisted Lenny and Zoë Kravitz to show how travel can reconnect us with our ancestry.
The campaign is set in the Bahamas, the birthplace of Kravitz’s ancestors. The video follows the father and daughter as they explore the places and traditions that were significant to their Bahaman roots, and discuss the importance of passing on family values from one generation to the next.
‘To me, this campaign is about connecting with ourselves, our roots, and with each other,’ says Zoë Kravitz in a press release. ‘It was amazing to travel to the other side of the island for my first time to see where my family originated from and to pay respect to our elders and those who came before us.’ The documentary-style film takes a more enlightened approach to travelling than traditional campaigns, which tend to rely on stereotypes of white, Western tourists. As Bani Amor argues, there is a growing movement of conscious, diverse travellers who only travel when they are invited, or connected, to a country.