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

Name	Company	Position
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.