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What really happens on airplanes

Samsonite luggage ad that won the Cannes Lions
Congratulations to JWT Shanghai, which just won a Cannes Lions Grand Prix for this totally sick double-page magazine ad for Samsonite.

Called “Heaven and Hell,” the ad shows in vivid detail what’s probably happening to your luggage below deck while you’re basking in the comfort of an airplane cabin. Credits and detail shots follow.

Also notable: according to JWT, this is the first Cannes Lions Grand Prix awarded to an agency in mainland China.

Thought added later: I wonder if baggage handlers hate this ad?

JWT Shanghai Heaven and Hell ad detail

Samsonite Heaven and Hell ad detail

Who created this ad?
Agency: JWT Shanghai, China
Executive Creative Director: Yang Yeo, Elvis Chau, Sheung Yan Lo
Creative Director: Hattie Cheng, Rojana Chuasakul
Art Director: Rojana Chuasakul, Haoxi LV, Danny Li, Surachai Puthikulangkura
Copywriter: Marc Wang
Account Supervisor: Sophia Ng, Lily Zheng, Tom Dotoroff
Illustrator: Surachai Puthikulangkura, Supachai U-Rairat (Illusion)
Illusion/Producer: Anotai Panmongkol, Somsak Pairew (Illusion)

— By Daryl Lang. Filed under Advertising, Wide

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