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FIND YOUR PACK
by AMERICAN TOURISTER
Why just launch a bag when we could launch a new tribe?
There's nothing revolutionary about the American Tourister Carter.
It's not even a new product. Just new colours.
So how did we give new life to a product that's old hat in the industry?
We made it into a lifestyle.
Showing how the Carter brings together likeminded people who share the same zany interests.
Shot in Thailand where everyone's effortlessly cool and sets emerge overnight, we shot three short films and their corresponding KVs, aired across 10 APAC markets.
PS. the cats did NOT like wearing their accessories.
Executive Creative Director Guilherme Machado
Senior Copywriter Natalie Goh
Senior Art Director Joslin Ong
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