American Tourister appoints TRP as agency; launches new brand campaign ‘It Can Take It’
TRP has released its first campaign for global luggage brand American Tourister, a vibrant 15-second spot titled “It Can Take It”, launching alongside outdoor and social.
Set on the rooftop of an airport car park, the spot follows Aussie music artists Middle Kids returning from a tour, pushing a trolley stacked sky-high with American Tourister luggage. As the group pauses, the overloaded trolley tips, sending colour and chaos tumbling across the concrete.
Says Marcio Oliveira da Silveira, General Manager at American Tourister: “This campaign delivers a clear message that American Tourister is a high quality, durable luggage brand that gains trust in more than 120 countries for over 90 years around the world. TRP has been a great partner to produce an amazing creative with Middle Kids, an Aussie Indie band that we are proud to partner with. We are happy that we have delivered a creative that is authentic and consistent with our brand values of fun and originality.”
Says Kyle Ross, Head of Strategy at TRP: “The goal wasn’t just to show durability, it was to do it in a way that cuts through and feels unmistakably American Tourister. Bold, energetic and a little chaotic. Because if people don’t feel it, they don’t remember it. And if they don’t remember it, they don’t buy it.”
The campaign features Middle Kids not just as talent, but as a natural fit for the brand’s youthful, energetic tone. It’s a fresh take for a category often bogged down in cliché.
Client: American Tourister
Marcio Oliveira da Silveira: General Manager
Stephanie Harianto: Marketing Manager
Creative and Media Agency: TRP
Ian Ross: Managing Director
Kyle Ross: Head of Strategy
Margaret Hooper: Producer
Tom Markovich: Head of Creative
Chas Bayfield: Copywriter
Production Credits
Director / Cinematographer: Stuart Gosling
Line Producer: Louise Adey
Production Manager: Rachelle Eves
Camera Operator: Ryan Sauer
Standby Props: Justin Cooper
Senior Editor: Danny Tull
Post Colour, Sound & VFX: York Studios
Post production: Da Vinci Resolve
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