'Samsonite VERSUS the World'

Samsonite is a force against nature - Saatchi & Saatchi Brussels puts the leading luggage brand through its paces.

Brussels - Samsonite®, the world’s largest luggage brand, asked Saatchi & Saatchi Brussels to demonstrate the intensive testing of each of their products in a range of humorous online videos. 

With emphasis on the robust qualities of the luggage collections, the videos showcase how the innovative designs make Samsonite products a force to be reckoned with. 

Leading the industry for more than 100 years, Samsonite has a long history of rigorous and unique quality testing methods. Launching this story via a series of ‘tongue-in-cheek’ online videos entitled 'Samsonite VERSUS the World', Saatchi & Saatchi Brussels brings the resilience of each Samsonite case to life by subjecting it to unexpected endurance tests. 

Demonstrating the real-life testing in the Samsonite Quality Lab, 'Samsonite VERSUS Monsoon' pits Samsonite’s Paradiver™ range against a simulated monsoon rainstorm. The test highlights the effectiveness of the water-resistant material that keeps contents dry even in the most extreme weather conditions. 

'Samsonite VERSUS Chicken' reveals how Samsonite meets overwhelming consumer demand for lighter cases that are easy to use and extremely lightweight, a necessity for checked luggage. In this video, a case from the Samsonite Short-Lite™ collection is weighed against a live chicken to judge which is lighter. Easily winning the challenge, the Short-Lite is customised to ensure that you can pack everything you need without tipping the scales. The video uses the chicken to reinforce these merits in a clever and comical way.

'Samsonite VERSUS Gravity' emphasises the outstanding ‘shock impact performance’ of the suitcases in the Cosmolite® range when dropped from a 15 meter height into a luggage cart. The Samsonite best-seller proves to be victorious thanks to the impact-resistant Curv® material that forms the shell of the case. Further reinforcing its durability, the suitcase also proves to be resilient and remain undamaged when a 300kg luggage cart is dropped on it.

This series of three videos will be launched across Europe on 10th February 2014, to online travel and lifestyle media. Sure to grab attention, Saatchi & Saatchi Brussels’ uses a light-hearted approach to illustrate Samsonite’s stringent endurance tests and quality control measures. Each clip is underpinned with the serious message that Samsonite cases are put through their paces to live up to their brand promise. Emerging victorious every time, it really is Samsonite VERSUS the World.

'Samsonite VERSUS the World' is the latest in a series of bold, creative projects developed by Saatchi & Saatchi Brussels on behalf of Samsonite. Previous campaigns have included: 

· 'Enjoy Every Second': http://www.youtube.com/watch?v=CRD7B7K_CBQ

· 'Arrivals':  http://www.youtube.com/watch?v=GHrJyLm7gLg


Account Manager: Jonathan Moerkens
Creative Director: Jan Teulingkx / Alexander Cha’ban
AD: Arnold Hovaert
Copy: Damien Veys
Art Buyer: Gaelle Haesaert
Production: Caviar
Director: Tom Willems

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…