Title | CURV CHALLENGE |
Brand | SAMSONITE KOREA LIMITED |
Product / Service | SAMSONITE CURV |
Category | A02. Durable Consumer Goods |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production | WALKING IN MIND Seoul, SOUTH KOREA |
Production 2 | EARLYHIGH Seoul, SOUTH KOREA |
Additional Company | VIXEN STUDIO Seoul, SOUTH KOREA |
Additional Company 2 | DR. HOOK Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
JEREMY CRAIGEN | INNOCEAN Worldwide | Chief Creative Officer |
Jung-a Kim | INNOCEAN Worldwide | Executive Creative Director |
SUNG KYU LEE | INNOCEAN Worldwide | Creative Director |
YOON JU LEE | INNOCEAN Worldwide | Copywriter |
TAE WHAN LEE | INNOCEAN Worldwide | Art Director |
MI JI LEE | INNOCEAN Worldwide | Copywriter |
JEONG GONE KANG | INNOCEAN Worldwide | Art Director |
CHAN HO PARK | INNOCEAN Worldwide | Art Director |
YOO ONE JUNG | INNOCEAN Worldwide | Copywriter |
JOON SOO CHOI | INNOCEAN Worldwide | Executive Director |
JU HYUNG YOON | INNOCEAN Worldwide | Account Director |
JONG HYUN NAM | INNOCEAN Worldwide | Account Manager |
JAE YEOUN KIM | INNOCEAN Worldwide | Account Executive |
HEE JEONG KIM | Samsonite Korea Limited | Marketing Director |
JI WON CHOI | Samsonite Korea Limited | Marketing Communication Manager |
HWA WON JEONG | Samsonite Korea Limited | Marketing Communication Specialist |
YUN JEONG KIM | Samsonite Korea Limited | Marketing Communication Coordinator |
MIN GYU SONG | Earlyhigh | Director |
UN GU KANG | Earlyhigh | Assistant Director |
CHUNG SUB KIM | Walking in mind | Executive Producer |
MIN HYUK YANG | Walking in mind | Producer |
KWANG SEO KIM | Vixen | Editor |
HEE YOUNG CHUN | Vixen | Assistant Editor |
NAM YOON PARK | Vixen | Visual Effect Creator |
KYONG HO PARK | Vixen | 3D Artist |
BONG GUN JANG | Dr.HOOK | Sound Engineer |
To conduct the test, we first set the target altitude, and customized a special-purpose balloon to lift the super-light luggage up to the highest point and then fall. Then, we installed altitude measuring and cutting devices. A high-performance technology called “radio jonde” and GPS were utilized to estimate the expected drop zone before conducting the test.
The video is was released worldwide since Apr. 2017 via various online channels including the client’s official website, YouTube, and other global social networks, and is gaining continuous exposures until now.
Instead of running an advertisement with the client’s marketing intentions to promote its lightness and durability, the data-driven real test was shared as an experimental video with online viewers. The video soon went viral, and received exciting feedbacks real-time.
Though the word “super-light luggage” may only convey its light weight, we aimed to prove the durability of the new material used in the new product in a realistic manner. For the first time in the world, a travel luggage alone flew and fell from an altitude as high as 1km.
Social Media URL | Video URL | Video URL