Last year, Samsonite asked JWT Shanghai to create a print campaign that would effectively communicate the durability of their luggage to the Asian market. The result was Heaven and Hell:
The ad is meant to depict travelers above in Heaven (first class), while their Samsonite luggage is in Hell. At the end of the journey, the luggage exits Hell unscathed. To date, “Heaven and Hell took home 10 Grand Prizes, 38 gold awards and 3 Yellow Pencils, all of them accumulated from the world’s biggest, toughest and most prestigious award-giving bodies,” says Inquirer Business.
Hmmmm…what do you think?