SUITCASE GUITAR

TitleSUITCASE GUITAR
ClientSAMSONITE JAPAN
Product / ServiceAERIAL SUITCASE
CategoryA08. Best Use or Integration of Offline Media such as Print, Outdoor, etc.
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Entrant Company:TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Contributing Company:HAKUHODO Tokyo, JAPAN
Contributing Company:TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

The Campaign

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.

Results

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.

Credits

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