Samsonite, as a suitcase brand, set a brand message.Life’s a Journey -The highlight of the life is meeting new people through the journey.- To communicate this to the customers, we invented a special attachment that transform your suitcase into a guitar and presented to the applicants.This enabled customers and who listened to their music to experience the brand message by themselves through the communication.Thus this automatically made customers into ‘Stuntmen’.For this campaign, the number of applicants increased 300% from the previous ones.Clips from the campaign had a great viral effect on the web.At their home town, on their journey and in places all over the world, winners played their songs with using the prize and communicated Samsonite brand message.Also, those clips had viral effects on the web.Translation: Life’s a Journey -The highlight of the life is meeting new people through the journey.-