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