Samsonite, the globally renowned lifestyle bag and luggage brand, has launched a new campaign to showcase its patented Aero-Trac™ Whirl suspension wheel system. This advanced technology is designed to significantly reduce rolling vibration and noise, promising a smoother travel experience.
Featured across a range of Samsonite’s stylish suitcases, the Aero-Trac™ Whirl wheels offer exceptional quietness and maneuverability. The campaign, created by independent agency Blak Labs, uses a unique and whimsical approach to highlight these benefits: a pet fish is seen riding on top of a Samsonite suitcase as it navigates various terrains.
Hazlina Dayangku, Assistant Director of Marketing and Brand Strategy (SEA) at Samsonite Singapore, commented on the campaign, “Our goal was to highlight the innovative Aero-Trac™ Whirl suspension system. This cutting-edge technology improves maneuverability, shock absorption, and noise reduction, ensuring an unparalleled travel experience. Working with Blak Labs, we aimed to create a narrative that not only showcases these features but also injects a sense of wit and sophistication, reflecting our dedication to innovation and customer satisfaction.”
Douglas Goh, Head of Creative (Digital) at Samsonite Asia, added, “Using a fish bowl was a clever way to illustrate the smooth, stable, and silent operation of our suspension wheels. Our goldfish made it to its destination safely, with other fish joining in for the ride.”
Blak Labs’ Creative Partner, Koh Hwee Peng, noted, “In an age where people’s attention spans are often compared to that of a goldfish, we crafted this ad to deliver our message in a charming and engaging way.”
The campaign is set to make a splash across Asian markets this week, produced by Moviola under the direction of Ronny Lee and Carol Yuen, and directed by Juffrie Friday. Importantly, no animals were harmed during the production of this film.
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