Title | SUITCASE GUITAR |
Brand | SAMSONITE JAPAN |
Product / Service | AERIAL SUITCASE |
Category | A06. Best Use or Integration of Experiential Events |
Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Entrant Company: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Contributing Company: | HAKUHODO Tokyo, JAPAN |
Contributing Company: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Jin Saito | Hakuhodo Inc. | Creative Director/Copy Writer |
Takuro Enomoto | Hakuhodo Inc. | Art Director |
Mitsuru Komiyama | Tfc Plus Corporation | Photographer |
Hiroyuki Inoue | Tohokushinsha Film Corporation | Producer |
Yohei Oguri | Tohokushinsha Film Corporation | Director |
Kazuho Sugita | Hakuhodo Inc. | Account Supervisor |
Tomohiko Yokoyama | Samsonite Japan Co./Ltd. | Advertiser's Supervisor |
Kouzo Ohta | Tohokushinsha Film Corporation | Production Manager |
Ryo Nagano | ||
Setsu Fukushima |
As the internet gets widespread and web contents become enriched, people have less interest in journey comparing to the past. In order for customer to enjoy their travel itself as contents that Samsonite provides, we invented a tool that makes the journey more meaningful. This is what makes the journey itself a branded contents provided by Samsonite.
Japanese people are getting less interested in traveling as the internet gets widespread. Our purpose was that people get back the joy of journey and experience the Samsonite’s brand slogan “Life’s a Journey" The highlight of the life is meeting new people through the journey.” Furthermore, we wanted them to fully enjoy the journey and enrich their lives. Therefore, we made a tool that transforms the product, suitcase, into a guitar and presented to people. There was a deluge of applications for it. People who won the tool enjoyed the journey, music and interaction with people all over the world.
No matter how you surf the net, there is one thing that you can’t actually enjoy. This is the encounter with people around the world through the journey. But suitcase guitar can make it possible. Interacting through music and journey is the highlight of journey that was derived from Hippy culture.
The number of applicants for the present campaign increased 400% comparing to the previous ones. It was featured on websites and twitters. More importantly, people enjoyed the interaction with people through the music during their trip.