Samsonite Print HEAVEN AND HELL by J. Walter Thompson Shanghai

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Industry Clothing, Shoes
Media Print, Magazine & Newspaper
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Sheungyan Lo, Elvis Chau, Yang Yeo
Creative Director Hattie Cheng
Art Director Rojana Chuasakul, Haoxi Lv, Danny Li
Copywriter Marc Wang
Producer Anotai Panmongkol, Somsak Pairew Illusion Co. Ltd
Account Supervisor Tom Doctoroff, Sophia Ng, Lily Zheng, Michelle Xiao, Maggie Zhou
Illustrator Surachai Puthikulangkura, Supachai U-Rairat Illusion Co. Ltd
Released April 2011

Credits & Description

Category: Art Direction
Advertiser: SAMSONITE
Product/Service: SUITCASES
Type Of Ad: Magazine
Date of First Appearance: Apr 18 2011
Entrant Company: JWT SHANGHAI, CHINA
Executive Creative Director: Yang Yeo/Elvis Chau/SheungYan Lo
Creative Director: Hattie Cheng/Rojana Chuasakul
Copywriter: Marc Wang
Art Director: Rojana Chuasakul/Haoxi Lv/Danny Li/Surachai Puthikulangkura
Illustrator: Surachai Puthikulangkura/Supachai U-Rairat (Illusion)
Account Supervisor: Tom Doctoroff/Sophia Ng/Lily Zheng/Michelle Xiao/Maggie Zhou
Other Credits: Production House: Illusion
Animator: Illusion
Print Production: Joseph Yu/Lulu Zhang/Isaac Xu
Producer: Anotai Panmongkol/Somsak Pairew (Illusion)

English Translation of Main Headlines
Task:To produce print ad and outdoor communication for The Samsonite Cosmolite suitcase. The selling point is it's ultra-durability.

Concept: The creative idea is a vivid contrast between how "heavenly" it is in first class for the passenger but "hellish" down below where the suitcase is being handled. And yet the suitcase emerges sparkling after the torture.