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Group745
Group745
Group745
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Group745
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Creative in association withGear Seven
Group745

TUMI Lifestyle Campaign Takes Son Heung-min on a Mesmerising Journey

15/02/2024
Advertising Agency
New York, USA
391
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Grey New York campaign centres around the new 19 Degree Aluminium Backpack

With the goal to cement TUMI’s relevance in today's travel environment while expanding into the lifestyle space, TUMI and Grey re-evaluated the brand positioning to best showcase the TUMI Difference, a commitment to technical innovation, beauty and design, and effortless utility built for the multi-hyphenate consumer.   

Centred around TUMI's newest product, the 19 Degree Aluminium Backpack, this campaign stars pro-footballer Son Heung-min. The campaign film takes viewers on a mesmerising journey through abstract spaces, each representing the distinct features of the 19 Degree Aluminium collection.

Beyond showcasing a cutting-edge product launch, the Essentially Beautiful campaign serves as a visual manifesto, establishing a fresh and dynamic language for the international and travel lifestyle brand.

Brand
Agency / Creative
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Group745
Language:
English
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