In Partnership with
Bill & Melinda Gates foundation


Yang Yeo

Yang Yeo

Chief Creative Officer
JWT Shanghai

Why you should get involved?

"Getting the creative industry together to do good for the world is definitely a meaningful endeavour."

Grand Prix Won in 2011

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Press Lions Grand Prix - Samsonite, 'Heaven and Hell'

Task:To produce print ad and outdoor communication for The Samsonite Cosmolite suitcase. The selling point is it's ultra-durability.

Concept: The creative idea is a vivid contrast between how "heavenly" it is in first class for the passenger but "hellish" down below where the suitcase is being handled. And yet the suitcase emerges sparkling after the torture.