Mansfield, MA, April 3, 2024 – Samsonite North America, the leader in travel luggage, proudly announces the launch of its 2024 campaign, “Bring It.” Created with global creative network Iris, the campaign urges travelers to embark on adventures to uncharted territories near and far, with confidence. “Bring It” is an attitude shared by all individuals who travel knowing that Samsonite will provide them with timeless style, unmatched durability, and lightweight offerings.
“The ‘Bring It’ campaign pays tribute to our legacy of innovation, while also embracing the ever-changing landscape of travel,” said Nicole Adriance, Senior Director of Brand Marketing at Samsonite. “Wherever their journey takes them, Samsonite stands ready with solutions to ensure travelers arrive with unwavering confidence. We have always been, and always will be, leaders in travel by continuing to create, push, and set the high standards our customers deserve.”
Samsonite not only leads in product innovation, but also continuously pushes the boundaries of advertising. The “Bring It” campaign exemplifies this commitment by harnessing cutting-edge technology in virtual production; integrating LED screens to create immersive, surrealist worlds. This forward-thinking approach showcases the product benefits in captivating environments, proving no destination is too great for Samsonite. The fantastical worlds drew inspiration from Samsonite’s iconic advertising history, notably the 1982 “Survivor”
campaign illustrated by George I. Parrish Jr. Unlike its hand-drawn 1982 predecessor, “Bring It” relies on advanced AI and visual production techniques to bring its core worlds to life. Simon Candy, Executive Creative Director at Iris, acknowledges the differences in technology but emphasizes the shared commitment to creativity across both campaigns: “Regardless of the era or the tools at hand, great work demands great craftsmanship. This is evident in both campaigns and is a testament to the dedication of the teams involved.” Among those credited for their contributions to “Bring It” are Photographer Cesar Balcazar, Director Joachim Zunke, Zunke’s team at Good Times, and Iris’ production partner Diptongo.
The campaign will spotlight three distinct collections in retro-futuristic locations, each highlighting its unique features. The lightweight Proxis, with its Roxkin™ outer shell, offers exceptional strength and resilience that seemingly floats among the clouds. The durable Outline Pro polypropylene collection boasts an elevated design in multiple color options in a Mars-inspired setting. The Ecodiver, rounding out the “Bring It” series, is crafted from water-resistant fabrics with Recyclex™ technology, setting a new standard in casual travel from urban streets to lush landscapes.
For more information about Samsonite’s “Bring It” campaign and to join the journey, visit shop.samsonite.com. The three-part series will be launched throughout 2024, starting with “Bring on Gravity.”
