American Tourister has launched a campaign for its Vivolite product line, continuing with the theme ‘Take on the world’. Created by JWT Hong Kong, the Indian edition of the TVC features a Tamil sound track. The campaign was launched in Korea in July and will roll out across Asia Pacific through rest of the year. It also features series of print ads.
The film opens with a couple of tourists deciding to make a race of it to the Eiffel Tower in the distance. The film shows them running on the streets of Paris with their Vivolite luggage, pulling their luggage with ease over cobblestone paths and steep streets. They even ride on top of the luggage in certain places. They climb the Eiffel Tower and look down on the city. As a group of tourists move in sync, a super says ‘Take on the world’ and voice over announces, “American Tourister, Trusted all over the world”.
Anushree Tainwala, director - marketing, Samsonite South Asia, said, ‘Take on the World’ concept captures the fun, young and international spirit of American Tourister. With this campaign we have attempted to break the Indian media clutter with some unconventional music. It’s a catchy, fun music score that resonates the brand personality also. We believe it will help us reach out to a larger audience in India and help with better brand recall.”
Lo Sheung Yan, chairman, Asia Pacific creative council, JWT, added, “‘Take On the World’ is meant to evoke that rush of excitement we feel when we’re about to go on a great trip, especially from the perspective of today’s young and optimistic travelers who are eager to see the world.”
Agency: JWT Hong Kong
Creative team: Lo Sheungyan, Philip Lee, Barbara Fu, Gary Ng, Jason Lam
Account servicing: Dana Ho, Elaine Chow
Production house: Off-Lo-Hi
Director (film): Nick Lim
Photography studio: Ki Workshop