Experience is Everything

Creative pitch for a leading luggage brand in Asia.

While researching our TG, which is mainly comprised of millennials, we gathered an insight that increasingly millennials are spending more – both money and time – on acquiring experiences than owning things. There has been a behavioral shift, the must-haves for previous generations are no longer as important for millennials. For this group, living a fulfilling, happy life is about capturing and sharing memories earned through social & cultural experiences, like going for social events, concerts or travelling to a new place.

Designed on this insight, this new campaign idea was pitched to the luggage brand.