• by Larissa Faw , April 6, 2017

Bugaboo and its agency 72andSunny Amsterdam are launching "Move Freely,” the first global brand campaign to promote the brand’s new collection of luggage, which is branded Bugaboo Boxer. The luggage line is Bugaboo's first product to go to market since its popular baby stroller lines were launched in the 1990s.

The centerpiece is a global brand film that follows the journeys of two travelers in parallel as they make their way through busy urban cities - New York City and Toronto - synced to a specially-commissioned version of Lee Marvin’s classic Wandrin’ Star.

The creative is designed to show how to "move freely through the world – whether it’s as a new parent or a devoted traveler – it’s about more than products that make your life easier, it’s a mindset. It’s about changing the way people move and opening the door for where they can go," according to the agency.

The film runs in select independent cinemas in the U.S, United Kingdom, and Spain. The media buy also includes targeted pre-roll ads, video-on-demand, and content partnerships with media outlets, such as Fast Company. In addition, Bugaboo will release smaller pieces of content distributed strategically across the brand’s digital and social channels.

The campaign will also be supported globally with partnerships with like-minded brands as well as via integrations with influencers across the balance of the year.

This rollout is similar to the strategy that initially launched its iconic baby strollers in the 1990s. Back then, Bugaboo relied primarily on word-of-mouth and focused on select higher-income demographics to raise awareness for its baby strollers before eventually filtering down to the mainstream.

Limited distribution is another key part of the brand's appeal. As such, Bugaboo Boxer is currently available only online.