Take What’s Yours - Samsonite | Clapboard Ad Archive
Samsonite’s Take What’s Yours summer campaign, launched in the United States in 2022 with Iris Worldwide, reframes the act of taking PTO from a workplace nicety to a bold claim on personal well-being, placing the world’s premier travel lifestyle brand at the heart of a post-pandemic cultural reset. As American consumers rediscover travel in the wake of enforced stillness, Samsonite seizes the moment to subvert the persistent always-on mentality, encouraging both consumers and employees to treat disconnection and mental health as essential—not optional—components of modern life. Anchored by the universally resonant act of setting an out-of-office email, the campaign translates a simple work ritual into an aspirational symbol, using a series of character-driven videos and a manifesto film to invite viewers to see PTO, long weekends, and meaningful downtime as their due. Through a content ecosystem that spans connected TV (including Hulu), Instagram, YouTube, digital out-of-home placements in Los Angeles, New York, Seattle, Miami, Minneapolis, and Austin, plus streaming audio via Pandora and Spotify, Take What’s Yours meets its audience wherever leisure takes them. Strategic partnerships with Instagram and TikTok influencers bring the message to life, translating the out-of-office into living, scrolling proof of real people reclaiming travel, mental health, and connection on their own terms. Marketing and communications strategy smartly aligns Samsonite with values-based decision-making among millennial and Gen Z professionals, moving the brand’s positioning firmly into the territory of purposeful enabling—distinct from the luxury, utility, or design-led focus of competitors such as Tumi, Rimowa, Away, American Tourister, or Delsey. What Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery—the campaign selects everyday protagonists, recognizable in their anticipation of summer escape, making the brand’s gear an accessory to lived ambition rather than mere aspiration. Samsonite’s campaign earns a 63/100 in Clapboard’s global creative archive. For an industry still untangling productivity from worth, this campaign signals just how powerfully a heritage market leader can set the agenda by recasting the ordinary rituals of modern work as openings to a richer, more intentional travel culture.
.webp)
