THE CHALLENGE: Travelpro has a unique selling point that appeals to all travelers: their bags are lighter. With that, the challenge was how to communicate this lightness while making it memorable.
THE IDEA: Be bold. In a very tongue in cheek way, we drew a comparison between society’s obsession with weight loss and the luggage industry. By promoting Travelpro as the bag setting the bar for ideal lightness, we showed case studies of unnamed competitor bags struggling with the same unfortunate disorders people do in order to achieve an ideal weight. Is it in bad taste? Debatable. Is it memorable? Absolutely.
THE WORK:
