Bring Back More - American Tourister

American Tourister is one of the leading luggage manufacturers, and to give the brand a boost, they contacted us to create a major global campaign. In the brief, they requested a celebrity ambassador who was globally famous and recognized. And we had the perfect fit: in 2018, it was Cristiano Ronaldo, with over 150 million followers on Instagram and a star of international football. We created a campaign around him with the concept 'Bring Back More,' highlighting that the best part of a trip is what you bring back. In the television execution, we made everyone wonder... What is in Cristiano Ronaldo´s suitcase?

It was an incredibly challenging campaign to produce because we only had three hours with Cristiano Ronaldo, and we had to shoot a 60-second spot, two additional 20-second spots, and take various photographs for the print ads.

And for the social media campaign, we fueled the conversation about what people thought was in the suitcase. For the most original responses, we shot different endings, and some fans even had the opportunity to meet Cristiano. Additionally, we took advantage of the World Cup in Russia to launch a second spot where we hinted that Ronaldo would bring back the World Cup trophy in his suitcase.

American Torister

2018

Agency:TBWA

AD: Pepelu Sánchez

CW: Charlie Lastra

CD: Luis Munné, Raúl Barbolla, Guillermo Ginés