Samsonite Gets Serious with Tongue-in-cheek Campaign from The Full Service
Creative agency The Full Service, along with photographer and director Rankin, are set to inject some fun into the luggage industry with their new campaign for Samsonite Travel.
A 360° global campaign titled 'The Serious Traveller', the tongue-in-cheek visuals crank up the irony with a series of influencers (from dancers, fashion-bloggers, and DJs to actresses, barbers and entrepreneurs) larking about with their Samsonite product. It establishes the brand as a loyal and trusty ally on the long slog of travel that we all know and love so well.
The Full Service won the campaign despite pitching against a series of bigger agencies.
The Full Service has been responsible for all aspects of the new campaign, from strategy to creative via production, shooting design and post-production. The result is a wide range of assets across print, OOH, POS, digital lms and social media.
Maruska Mason, Managing Director, commented: “Once again, we are showing the power of our offering at The Full Service. You don’t have to be the biggest kid in the playground to produce the best work. It’s another example of what we set out to do: fast turnaround, strong creative and a load of assets that enable Samsonite to tell an engaging brand story. We were briefed to deliver a European campaign but it soon turned into a truly global one because all Samsonite regions recognised the power of the creative and its potential to engage consumers around the world. We wanted to create a campaign that showed how Samsonite is the perfect travel partner. Not in a dry functional campaign but with work that delivers on product benefits in a fun way, and sets a tone for the brand."
'The Serious Traveller' is a more stripped back approach than what you might expect from this sector. But, by doing something different, the performance of the talent (photographed and directed by Rankin) effortlessly shows off the innovative technology of Samsonite, whilst having fun in the process.
Rankin says: “The team at The Full Service wanted to create something that focused much more on the personalities of people who actually use this product. Moving away from the staged lifestyle shots or seeing luggage at far-flung locations. What we want from this industry is reliability and ease of use, enabling us to enjoy our trips – whether for business or pleasure – to the max. I travel around three months of the year and can vouch for these products. They’ve made my life a helluva lot easier!”
It goes to show that this flexible, pragmatic and hybrid approach is working for The Full Service. The agency are able to adapt to different scopes of briefs – from creating smaller content pieces for smaller brands to full scale 360° campaigns, like this one.
Lotte De Vreese, Product Director Samsonite Travel, says: “We entered into this collaboration with two clear objectives in mind. Firstly, to create an engaging and impactful communications campaign which clearly communicates on the superiority and uniqueness of our CURV travel range, demonstrating how amazingly light and strong these suitcases really are. Secondly, to stand out from the crowd and differentiate Samsonite from competition by focusing on the real hero of the story: the suitcase and how it enriches the lives of people travelling around the world. Rankin and The Full Service team perfectly understood our needs and have managed to deliver a powerful campaign that works across media with great impact and strength. We are very happy with the result!”
The Full Service was launched by Rankin as a creative agency - a one-stop shop for all client’s advertising needs. Working out of their London studio, they create entire 360-degree campaigns under one roof, across all touchpoints, from creative to brand strategy to production and the in-house studio. They recently appointed Maruska Mason, formerly a Business Director at Grey, as Managing Director.
Samsonite’s “The Serious Traveller” launches on the 20th of March. It will run in Europe, USA, Asia and Latam territories. It is a 360° campaign across digital, lm, POS, print, social, and leads with a massive OOH campaign in major airports around the world.
