Samsonite Asia

Chinese New Year Campaign

In early-2022 when travel was still restricted, Samsonite strove to keep top of mind of globetrotters by being part of a key international celebration—the Lunar New Year, which is celebrated by over 1.5 billion people worldwide.

With a bold and modern pop art style, we brought out the meaning of “GO THE WAY OF THE TIGER”. A 30-seconds teaser animation sees a tiger striding across major world landmarks with CNY decorations and elements in its backdrop. Amongst these landmarks, Samsonite luggages emerge, signifying their global presence. We designed these eye-catching key visuals using bold streaks and colours, piecing them all together with dynamic and seamless transitions.