| Title | HEAVEN AND HELL |
| Brand | SAMSONITE |
| Product / Service | SUITCASE |
| Category | B01. Art Direction |
| Entrant | JWT SHANGHAI, CHINA |
| Entrant Company: | JWT SHANGHAI, CHINA |
| Advertising Agency: | JWT SHANGHAI, CHINA |
| Name | Position |
|---|---|
| Sheungyan Lo/Yang Yeo/Elvis Chau | Executive Creative Director |
| Hattie Cheng/Rojana Chuasakul | Creative Director |
| Marc Wang | Copywriter |
| Rojana Chuasakul/Haoxi Lv/Danny Li/Surachai Puthikulangkura | Art Director |
| Surachai Puthikulangkura/Supachai U-Rairat (Illusion) | Illustrator |
| Tom Doctoroff/Sophia Ng/Lily Zheng/Michelle Xiao/Maggie Zhou | Account Supervisor |
| Animator:illusion Co. Ltd;producer:anotai Panmongkol/Somsak Pairew;production House:illusion | Other Credits |
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.