Title | SAMSONITE BRANDING |
Brand | SAMSONITE |
Product/Service | LUGGAGE MANUFACTURER AND RETAILER |
Category |
A02. Rebrand / Refresh of an existing Brand |
Entrant
|
WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Idea Creation
|
WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Credits
Alessandra Madonia |
Samsonite |
Communications Manager |
Lotte De Vreese |
Samsonite |
General Manager |
Pieter Staes |
Wunderman Thompson |
Creative Director |
Manuel Ostyn |
Wunderman Thompson |
Creative Director |
Kate Bellefroid |
Wunderman Thompson |
Creative |
Jolien Tuyteleers |
Wunderman Thompson |
Creative |
Mieke Moortgat |
Wunderman Thompson |
Account Manager |
Valentine Reuse |
Wunderman Thompson |
Account Manager |
An Van den Cruyce |
Wunderman Thompson |
Account Director |
Caroline Van Ranst |
Wunderman Thompson |
Producer |
Ingeborg Van Hoof |
Wunderman Thompson |
Producer |
Bruno Dejonghe |
Wunderman Thompson |
Agency Producer |
Tom Vingerhoets |
Wunderman Thompson |
Strategy |
Kevin Schroder |
Wunderman Thompson |
Strategic Planner |
Sébastien Greffe |
Wunderman Thompson Antwerp |
Design director |
Jo Van Grinderbeek |
Wunderman Thompson |
Designer |
Inge Vanhees |
Wunderman Thompson |
Designer |
Virginie Rosseel |
Wunderman Thompson |
Designer |
Theo Hagtingius |
Wunderman Thompson |
Desktop Publisher |
Anja Van den Broeck |
Wunderman Thompson |
Desktop Publisher |
Lieselot Moerkerke |
Wunderman Thompson |
PR & Communications manager |
Ben Strebel |
Hamlet |
Director |
Sophie Brooks |
Hamlet |
Producer |
Ruben Goots |
Hamlet |
Executive Producer |
Jason Feltstead |
Hamlet |
Executive Producer |
Thomas Hofman |
Hamlet |
Executive Producer |
Dominique Ruys |
Hamlet |
Post Production |
Ben Todd |
Hamlet |
DOP |
Willem Claesen |
Hamlet |
Music Composer |
Phil Currie |
Hamlet |
Editor |
Luke Morrison |
Hamlet |
Color Grader |
Luke Morrison |
Hamlet |
Color Grader |
Ally Burnett |
Electric Theatre Collective |
Visual Effect Company |
Olly Burn |
Making Pictures |
Photographer |
Noel Leu |
Grilli Tpe |
Type Foundry |
Thierry Blancpain |
Grilli Type |
Type Foundry |
Anthony Velen |
Freelance |
Typography |
Kenny Brandenberger |
Freelance |
Typography |
Background
The world-renowned travel brand Samsonite had become ‘old’ in perception, while the world has changed into one global hub with big cities unstoppably attracting travelers and commuters. The objectives were to create a worldwide campaign to rejuvenate the brand and get millennials to connect with it.
Describe the creative idea (40% of vote)
We rejuvenated the brand by unifying the brand DNA with that of our target audience: millennials. With the new “Born to Go” brand campaign, Samsonite connects with millennials by celebrating the on the go mindset. The new baseline ‘Born to Go’ unifies the brand DNA with that of our target audience. Samsonite recognizes how the traditional 'adventure' has shifted to the Urban Adventure. So, we took city life as the foundation for our new visual identity.
Describe the execution (40% of vote)
We took city life as the foundation for our new visual identity. A bespoke typeface was created, based on heavy typography used in road markings and signage across cities. And just like real-life city type, we made it adapt to circumstances: ‘reactive typography’. A dynamic visual system, perfect for communicating any product feature. Executed in a wide range of vibrant colors based on city life. A new style of imagery brings the on-the-go urban vibe to life in photography and film. The new brand video shows its protagonists looking for authentic experiences in cities they visit and reside in.
List the results (20% of vote)
A new brand universe as dynamic as the city life it is based on. Adaptable for all purposes and all markets, globally. Showing everyone that just like them, Samsonite is Born to Go.