#WorkNotWork

Samsonite

Creative

To launch Samsonite’s new line of business bags, we wanted to highlight that these aren't the black laptop bags meant for the 9-5 job of yesterday. We partnered three well-known celebrities with unconventional occupations – New England Patriots player Julian Edelman, Insanity Fitness trainer Shaun T, and “Top Chef” winner and celebrity chef Kristen Kish.

In four spots set to a modern upbeat twist of the familiar song “I’ve Been Working on the Railroad,” we show them as they rehearse and prepare for their work with a passion and they can be seen carrying their Samsonite Business Bags as part of their day.

The campaign also includes social & influencer creative, a digital campaign, posters and a content hub.

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