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Saatchi & Saatchi Brussels Pits Samsonite Against the World

Samsonite tapped Saatchi and Saatchi Brussels to craft a new campaign putting their products to the test in a series of online videos called “Samsonite Vs. The World.”

In the online series, several products from the world’s largest luggage brand face a series of tests meant to demonstrate the real-life testing Samsonite puts their products through. Each test was designed to highlight the selling point of each particular product. Samsonite’s Paradiver faces a simulated monsoon in “Samsonite Vs. Monsoon,” with the suitcase’s contents, most notably a book of matches, remaining dry throughout the test. The Samsonite Cosmolite endures quite the beating in “Samsonite Vs. Gravity,” dropped from a 15 meter height into a luggage cart to demonstrate its “impact-resistant Curv material.” Least impressive has to be “Samsonite Vs. Chicken,” which emphasizes the lightness of Samsonite Short-Lite by comparing it to a chicken. To keep things lighthearted and pleasant, each of these tests is narrated by a charming British chap.

The “Samsonite Vs. The World” campaign will be launched to online travel and lifestyle media throughout Europe starting today. Check out “Samsonite Vs. Monsoon” above, and stick around for “Samsonite Vs. Gravity” and credits after the jump.

Credits:

Account Manager: Jonathan Moerkens

Creative Directeur: Jan Teulingkx / Alexander Cha’ban

AD: Arnold Hovaert

Copy: Damien Veys

Production: Caviar

Art Buyer: Gaelle Haesaert

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