The new in-crowd is high-powered, on the move with a killer attitude and impeccable style. She’s a woman. Samsonite has made itself the essential accessory for the group of women other women want to be.

Its new campaign, photographed by Rankin’s right-hand woman, Vicky Lawton, and directed by Rankin, features a cast led by Negin Mirsalehi, one of Instagram’s top influencers and chief executive officer of multi-million company, Gisou.

Alessandra Madonia, Samsonite communications manager, explained, “With the Generation Go campaign, we wanted to connect with all the women who travel, explore and discover in their everyday life. Whether it’s for a business day trip or a global adventure, Samsonite empowers them to safely carry their precious belongings without renouncing their style or personality.”

The global campaign, #GenerationGo, by Rankin’s creative agency, The Full Service, includes OOH, digital, stills images, 2 x 30-second and 4 15-second films.

The campaign was produced using Rankin’s Super Shoot. Rankin explained, “It’s pretty cool, we conceive content for all channels from one creative concept. Then we capture it all in one go. It’s amazing to see and it’s so effective. I’m really proud to say that we are at the forefront of the industry with this new process and I’m equally as proud of the content it creates.”

Credits

Agency: The Full Service
Director: Rankin

Photographer: Vicky Lawton
Executive Producer: Nicola Kenney
Producer: Claire Luke
1st AD: Barry Coldham
Production Designer: Morgan Kennedy
Stylist: Kim Howells