Leading international luggage brand, Samsonite® today unveiled the latest installment in their ‘Samsonite VERSUS the World’ campaign. ‘VERSUS’ is a creative campaign devised by Saatchi & Saatchi Brussels to showcase the latest innovations in travel design and technology that set Samsonite apart from the competition. Brought to life via a series of tongue-in-cheek videos devised by the creative agency, the campaign will run online and throughout sales materials from 11th August, 2014.

The ‘VERSUS’ campaign is a daring move by Saatchi & Saatchi Brussels to introduce the many features of the Samsonite range by subjecting each product to rigorous, real-life testing. Following on from the success of Saatchi’s earlier films, such as Samsonite VERSUS Chicken, five new products are put through their paces in a series of unexpected endurance trials in the Samsonite Quality Lab. Discover these five brand new videos on youtube


Account Director: Jonathan Moerkens
Creative Director: Alexander Cha’ban
Art Director: Arnold Hovaert
Copywriter: Damien Veys
Production company: Denzzo
Director production: Lars Damoiseaux
Producer production: Jeroen Berx, Bea Catteeuw

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It’s been discovered that Belgians sort and recycle more than almost any other European nation. We sort and responsibly dispose of household packaging waste like no one else, reducing our CO2 emissions by at least 670,000 tonnes each year.

Inspired by this proud accomplishment, while knowing there is an extra mile still to travel, Saatchi & Saatchi Brussels teamed up with Fost Plus, the organisation leading the way in the sorting, and recycling of household packaging waste in Belgium. The result of this pairing is a national awareness campaign designed to motivate Belgians to build on their sorting and recycling habits outside the home.

“As a country, we are making great progress sorting and recycling in the home, but there is more we can and must do to protect our environment”, said Johan Goossens, Director of Business and Marketing, Fost Plus. “We asked Saatchi & Saatchi Brussels to help us inspire the men, women and children across our country to continue their habits outside the home. We’re doing a great job, but it doesn’t stop at our front door.”

“Our campaign has a very clear message”, said Alexander Cha’ban, Creative Director, Saatchi & Saatchi Brussels. “Sorting and recycling begins at home, but it can’t stop there. We need both a change in behavior and a change in mindset, so we designed a campaign that shows the many ways we can all build sorting and recycling into our busy lives. From the office to the gym, picking the kids up from school, hanging out at that weekend party and everywhere in between.”

The campaign comprises videos that can be seen across national TV and radio and a nationwide billboarding campaign that kicked off on the 25th, February.

Together > Good sorting  > Better recycling

Discover the campaign here:



Making of (NL)

Making of (FR)

Campaign visuals:

Campaign visuals

Campaign visuals

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Samsonite, the world’s largest luggage brand, has a long history of rigorous and unique quality testing methods. These tests have ensured Samsonite has remained a leader in the luggage industry for more than 100 years. So when they asked Saatchi & Saatchi Brussels to tell the world just how resilient their cases are, we decided to put them to the test.

Saatchi & Saatchi Brussels created, Samsonite VERSUS the World a series of daring and tongue-in-cheek videos, to showcase that Samsonite luggage truly is a force to be reckoned with.

In Samsonite VERSUS the World, we explore the robust qualities of the luggage collections, subjecting each case to intensive, if sometimes unexpected endurance tests and bringing the resilience of each case to life. The next installment in this series of daring videos will be unveiled later this year.

Check out the videos here:

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