You are the journey

CONTEXT

Your backpack,
your journey

Samsonite is well-known as one of the largest luggage companies in the world, thanks to its unquestionable expertise in this domain. While the brand remains highly competitive in the luggage market, Samsonite has experienced increased awareness in its backpack category. Satisfaction helped clarify this segment within the brand, while enhancing the brand awareness with a new global campaign, ‘You are the Journey » focused on its backpack collection for an active lifestyle

CONCEPT

Your are the journey

Through this campaign, we aim to create an emotional connection, by linking your backpack to your own journey. Celebrating the hands-free mobility that allows you to transform from the act of carrying, to truly becoming your journey.

You are the travel spirit of your life, you are all of your ways and their destinations, your accomplishments to your challenges, and goals. You are what you carry, and the whole life you pack. You are every small and big step. You are the moves that make the difference, because you are one with your backpack. You are all of these journeys.

You are the journey that makes you who you truly are.

CREATIVE ASSETS