CURV CHALLENGE

TitleCURV CHALLENGE
BrandSAMSONITE KOREA LIMITED
Product / ServiceSAMSONITE CURV
CategoryA02. Durable Consumer Goods
EntrantINNOCEAN 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

Credits

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

The Campaign

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.

Creative Execution

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.

Links

Social Media URL   |   Video URL   |   Video URL