Samsonite and its agency Connelly Partners have launched a new campaign called #WorkNotWork to support the brand’s business bag collection.
The social and online campaign features three influencers — Julian Edelman of the NFL’s New England Patriots, "Top Chef" Kristen Kish and fitness guru Shaun T — were selected for their unique careers. They showcase their passions and illustrate how workplace dress codes have changed over the years.
The videos are set to a modern upbeat twist of the familiar song “I’ve Been
Working on the Railroad” as they carry their Samsonite Business Bags as part of their work day.
The videos will air online via sites like Mashable, Vox, TED and Men’s Journal in order to reach consumers that index high on technology, education, business and travel.
A social-influencer campaign will feature photographers, artists and other visually interesting careers and their #WorkNotWork moments.
“These aren't your traditional bags, so we wanted to go in a more unconventional route with the occupations that we featured,” stated Alyssa Toro, Chief Creative Officer, Connelly Partners. “Work nowadays can look much different from a typical 9-5, and we demonstrated the love that people actually have for their craft, and the hard work that they put into it on a daily basis.”
This campaign serves as an extension for last year's "We Carry The World" rebrand.
"That campaign focused on the entire line of product. We're now focusing on business bags, which is more product-focused," says Tia Taffer, account director, Connelly Partners. "We wanted to create a more business-focused campaign that can still live under the 'We Carry The World' umbrella for Samsonite."