Perfecting The Journey Campaign
TUMI
Overview
In 2019, Stink received an opportunity to pitch on a content development opportunity for TUMI. In reviewing the brief, it was concluded that there was a larger opportunity to be had, instead, with repositioning TUMI from a mere luggage company to an experience design brand.In preparation for their first-ever global brand campaign, TUMI sought to elevate their existing platform called “Perfecting the Journey.” While a series of brand films acted as cornerstones of the campaign, a richer product story was told by bolstering the film with an integrated campaign. This prompted a reevaluation of the entire strategy behind the types of content TUMI produced and how they all worked together.
Production Process
Strategy had led to the insight that TUMI's well-considered products helped reduce the inevitable friction of the travel experience, in turn contributing to a lifetime of freer journeys. Through a journey with Zoë Kravitz and Lenny Kravitz to their family's home on the island of Eleuthera, we created a film – directed by Eliot Rausch – that explored how generational exchanges define a life well-lived.
The visual language for the seasonal campaign – dubbed “Horizons” – presents imagery captured in conjunction with the films in alignment with seasonal backplates. It was employed in over 250 unique assets appearing across TUMI.com, digital ads, print, OOH, in-store, and both TUMI and talent organic social channels.
Results
The four-month campaign resulted in a 26% awareness lift, with our film garnering 181.2M impressions (+24% over plan), 64.8M video views > :03 (+125% over plan), 34.8M video completions, and 313.7K total clicks to site (+233% over plan).With the global success of the Kravitz’s film, we partnered with TUMI’s local teams in APAC and EMEA to produce additional films featuring the likes of Daniel Henney, Dr. Hassan Ghoneim, and Chris Pratt.
In all, the Stink x TUMI partnership resulted in an all-encompassing strategy report, two seasonal campaigns, and three product campaigns.
In all, the Stink x TUMI partnership resulted in an all-encompassing strategy report, two seasonal campaigns, and three product campaigns.