Aerial Outdoor SUITCASE GUITAR by Hakuhodo Tokyo

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Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Hakuhodo Tokyo
Creative Director Takuro Enomoto
Art Director Kei Kawabe
Copywriter Jin Saito
Producer Hiroyuki Inoue
Photographer Mitsuru Komiyama
Account Supervisor Kazuho Sugita, Tomohiko Yokoyama
Released October 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: SAMSONITE
Product/Service: AERIAL (SUITCASE)
Creative Director: Jin Saito/Takuro Enomoto
Copywriter: Jin Saito
Art Director: Kei Kawabe
Photographer: Mitsuru Komiyama
Account Supervisor: Kazuho Sugita/ Tomohiko Yokoyama
Producer: Hiroyuki Inoue
Planner: Yohei Oguri
Planner: Yohei Oguri
Other Credits: Kouzo Ohta

Ambient Execution Description
Samsonite, as a suitcase brand, set a brand message.
Life’s a Journey -The highlight of the life is meeting new people through the journey.-
To communicate this to the customers, we invented a special attachment that transform your suitcase into a guitar and presented to the applicants.
This enabled customers and who listened to their music to experience the brand message by themselves through the communication.
Thus this automatically made customers into ‘Stuntmen’.
For this campaign, the number of applicants increased 300% from the previous ones.
Clips from the campaign had a great viral effect on the web.
At their home town, on their journey and in places all over the world, winners played their songs with using the prize and communicated Samsonite brand message.
Also, those clips had viral effects on the web.

Translation: Life’s a Journey -The highlight of the life is meeting new people through the journey.-