Take What’s Yours

Timed with the first day of summer, Samsonite, the most trusted travel lifestyle brand in the world, unveils their Summer campaign, “Take What’s Yours,” encouraging individuals to maximize the long awaited summer season by taking advantage of their PTO, long weekends and everything in between.

As people return to travel post pandemic, Samsonite is ushering in a new era that champions taking time to travel, forge new experiences and create lasting memories that far out-weigh the always-on mentality that was once applauded; this summer Samsonite encourages its consumers and employees to turn the act of taking PTO into a badge of honor.

As part of the campaign, Samsonite is focusing on the familiar act of setting an out-of-office email that signifies the start of vacation, a summer weekend, or prioritizing one’s mental health by taking time to reset and recharge. The brand has reimagined the out-of-office email as the campaign rallying cry, creating a series of character videos showing different summer experiences all through the shared lens of typing one’s out-of-office email. A manifesto video articulates the brand’s point of view that paid time off is not a gift and shouldn’t be an afterthought reminding viewers to “Take What’s Yours,” and that Samsonite has the travel bags and accessories to get you to wherever you’re heading.

The campaign will be supported by a fully integrated activation plan, including connected TV, across streaming platforms including Hulu, paid social across Instagram, YouTube and digital out-of-home in key markets (LA, NYC, Seattle, Miami, Minneapolis, and Austin), as well as streaming audio across Pandora and Spotify. In addition, Samsonite is partnering with dozens of Instagram and TikTok influencers who will help bring to life what it means to “Take What’s Yours” by disconnecting, reconnecting, and experiencing life to the fullest.