When life calls
American Tourister, the luggage brand owned by Samsonite, had a strong concept with its baseline « When life calls, be ready! » but the international adaptation was too superficial and new generations in Europe could not relate with that claim.
We, therefore, reworked the campaign for it to be more suitable for the European market. The simplicity of the story is intentional. It is the starting point of our concept, whereby we wanted to put a lot more emphasis on the promise: "I get a message, I have the opportunity to go, I'm going!".
The originality of the concept is that the whole story is shown in reverse to really highlight these key moments the baseline is referring to. On screen, we first discover the heroes at their destination, before following their entire journey back until the text message that triggered their friend to join them. All of this is perfectly summed up in the signature that ends the film.
This particular mechanism has many advantages:
it attracts the attention of a target that's more and more difficult to seduce, it triggers curiosity by going back to the start of the story, and links the brand to its product at the end of the film.
When life calls, we're definitely ready!