It's frustrating when your airline baggage weight allowance is eaten into by a heavy suitcase, so this Delsey Luggage campaign cleverly targets jet-setters' concerns by exaggerating the impossibly portable quality of its roller duffles.
The MossWarner advertising agency of San Juan Capistrano, California, put together these two prints to how these cases can be easily carried in copious quantities. Counteracting consumers' opinions of hard-shell baggage, this company communicates that protective and durable trunks can be designed bulk-free, so that the weight and density of your own travel possessions are a factor in how much stuff you can carry and check.
Overplaying the possible and using humor, this Delsey Luggage campaign shows an airport worker effortlessly balancing a whole flight's worth of suitcases, meanwhile, a hotel bellhop helps a high maintenance guest with 30 of her bags and still manages to cradle her dog.
Key Themes Behind This Trend
- Exaggerated Portability
- By exaggerating the portability of their luggage, companies can appeal to the needs of travelers and resolve the problem of heavy baggage weight allowance.
- Durable, Bulk-free Design
- Creating protective and durable luggage with a bulk-free design can revolutionize the travel industry and transform consumers' opinions of hard-shell baggage.
- Humorous Overplaying
- Humorously overplaying the benefits of a product can capture consumers' attention and differentiate a brand from its competitors.
Where This Applies
- Luggage Manufacturing
- Luggage manufacturers can stand out in the market by creating lightweight, durable, and bulk-free designs that appeal to travelers and disrupt the traditional hard-shell baggage industry.
- Advertising
- Advertising agencies can create innovative campaigns that use humor and exaggeration to promote a brand's unique selling propositions and differentiate clients from competitors.
- Travel and Hospitality
- The travel and hospitality industry can benefit from luggage that is lightweight, durable, and easy to transport, improving the overall travel experience for customers.
