HEAVEN AND HELL

Grand Prix
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TitleHEAVEN AND HELL
BrandSAMSONITE
Product / ServiceSUITCASE
CategoryB01. Art Direction
EntrantJWT SHANGHAI, CHINA
Entrant Company:JWT SHANGHAI, CHINA
Advertising Agency:JWT SHANGHAI, CHINA

Credits

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

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.