JWT steps out with new Samsonite campaign

JWT Hong Kong and Samsonite have launched a new regional ‘Step Out’ campaign that captures that bold, aspiring spirit of breaking out and progressing forward, whether it’s to achieve another landmark, to embrace an inner desire, or simply in search of something new.

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The ‘Step Out’ brand idea, which was created by JWT in 2011, aims to elevate Samsonite from a durable luggage brand to a lifestyle brand that is an essential part of the personal lives, dreams and ambitions of the target Asian executive market, both in and out of office hours.

The new campaign takes the ‘Step Out’ message to a new level, featuring the same iconic images of travelers stepping out into a new environment, but with more detailed, developed character stories. Three affluent characters step through a door that transports them from an everyday environment into a personal pursuit; the first, a doctor, to a rural village as a volunteer; the next, a sophisticated housewife (pictured below), to a Himalayan meditation center; and finally, a young executive, to scale a snowy summit. A different product from Samsonite’s wide range accompanies them at each stage of the journey.

The rich visuals and story line taps into an emotional state that exists inside everyone, building relevance and emotional appeal to the wide range of Samsonite customers across Asia.

“This campaign represents more than just the products. It represents that inner anticipation we all have inside us for our next pursuit, and it is an inspirational rally cry to the nomad in all of us. As the Samsonite brand has evolved to offer more than travel products, so too has their brand message evolved to represent the endless possibilities in life,” said Lo Sheung-Yan, Executive Creative Director of JWT Northeast Asia & Chairman of JWT China.

Samsonite was established in Colorado in 1910, to make large wooden trunks for the adventurous people who went to the American West to pursue their dreams. The trunks were unusually well-made to withstand the substantial hardships of trips in the wild, rugged West. 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.

The ‘Step Out’ campaign was launched in Hong Kong in May this year and will soon make appearances throughout Asia Pacific across TV, print, online and out-of-home media.

“This year JWT are strengthening the ‘Step Out’ message with inspiring stories and stunning visuals, and as a result have taken ‘Step Out’ to the next level. This is a campaign that opens up endless possibilities for the Samsonite brand,” said Helen Mak, Assistant Director Marketing Asia, Samsonite Asia Ltd.

JWT’s work for Samsonite in Asia has set new benchmarks in the world of advertising. JWT Shanghai’s “Heaven and Hell” ad for Samsonite’s Cosmolite suitcase brought home China’s first-ever Grand Prix from the prestigious Cannes Lions advertising festival in France, and went on to become the most awarded print ad in the world in 2011.