Global luggage giant, Samsonite, has embarked on a new campaign to showcase the robustness of their C-Lite and Proxis suitcase ranges in partnership with TRP.

The campaign includes three strength-test videos that pit Samsonite suitcases against a wrecking crew, a crash derby stock car, and a falling piano.

John Mavroudis, General Manager at Samsonite Australia, expressed the company's commitment to innovation and durability in luggage technology.

"We take immense pride in being at the forefront of luggage innovation and technology, our commitment to delivering the strongest and most durable suitcase has never been more evident than in these Samsonite VS video series," Mavroudis stated. " In these video series, we put our iconic premium suitcases such as Proxis and C-Lite to the ultimate test, showcasing their unparalleled resilience and durability - a testament to Samsonite's dedication to providing travellers with luggage that is both lightweight and goes beyond expectations to stand the test of time."

The campaign's approach is grounded in the belief that seeing is believing. Kyle Ross, Head of Strategy at TRP, emphasised the importance of a well-told demonstration in building brand and selling product.

"And when a product performs this well under extreme stress, it would be plain irresponsible for us not to show it. The spots were a blast to make, and we're excited to see what we can achieve with them," Ross said.

The campaign is currently being broadcast across connected TV, online video, and social media platforms. It's a bold move that aims to prove the strength and durability of Samsonite's products in a visually compelling and memorable way.

The campaign credits include John Mavroudis (General Manager at Samsonite), Ivana Tendean (Product and Marketing Manager at Samsonite), and several members of the TRP team. This collaboration between Samsonite and TRP is a testament to the power of creative marketing strategies in demonstrating product value and building brand reputation.