The return to school each year has brands waging an all-out attention and influence war, with the only goal to be the choice of students as they kickstart a new year.
The Business Problem:
American Tourister's line of backpacks have been co-opted by another target audience; that of young professionals in their late 20s and early 30s. Which ultimately means the brand was at risk of being seen as "adult" and alienated.
The Business Problem:
American Tourister's line of backpacks have been co-opted by another target audience; that of young professionals in their late 20s and early 30s. Which ultimately means the brand was at risk of being seen as "adult" and alienated.
The Culture Opportunity:
In any given school day, the least exciting part of the day... was school. Students in our target segments spent more time out of school than in.
In any given school day, the least exciting part of the day... was school. Students in our target segments spent more time out of school than in.
Solution:
We played into this psyche and showed students that Brett and Hall were their perfect companions for school, and the plans they had after school with a simple honest truth.
We played into this psyche and showed students that Brett and Hall were their perfect companions for school, and the plans they had after school with a simple honest truth.
With American Tourister, freedom starts now.
This campaign rolled out across SEA and EMEA, staggered for maximum impact with the academic calendar.
The action movie-inspired Brett film featured the greatest theft of all - time. Our main characters race throughout the day, stealing every moment of time they have just so they can spend it together.
The Hall film unravels in reverse, showing how a group of friends played their parts to create an unforgettable surprise party and a core memory for them.
Creative Director: Joel Chin
Senior Copywriter & Strategist: Joel Lim
Senior Art Director: Marcus Quek
Film Production: SVN Motion
Director: Alberto
Senior Copywriter & Strategist: Joel Lim
Senior Art Director: Marcus Quek
Film Production: SVN Motion
Director: Alberto