How Julian Edelman, Shaun T and Kristin Kish Redefine Work for Samsonite Business Bags

Samsonite’s marketing launch for their new line of business bags personifies how today’s work can be anything but a grind, with the help of a celebrity athlete, trainer and chef in the #WorkNotWork campaign, which launches today, New England Patriots Wide Receiver Julian Edelman, Insanity Fitness Trainer Shaun T and Top Chef Winner and Celebrity Chef, Kristin Kish rehearse and prepare for the work they love in a series of social spots.  The videos are set to  a­ modern upbeat twist of the familiar song 'I’ve Been Working on the Railroad' and Julian, Shaun and Kristin can be seen carrying their Samsonite Business Bags as part of their work day.  The campaign was created by Samsonite’s long time agency, Connelly Partners.  

Kristen Kish

Julian Edelman

Shaun T

The videos will air online on sites like Mashable,Vox, TED and Men’s Journal where the audience is passionate about technology, education, business and travel.  A social influencer campaign will feature photographers, artists and other visually interesting careers and their #WorkNotWork moments.  

“Formal business attire is more often the exception not the rule.  We’ve evolved our Samsonite business bags product line to reflect fashion trends in business casual and smart casual workplaces, whether it be in a shared workspace office, a restaurant kitchen or a boardroom,”said Stephanie Goldman, Senior Director of Marketing Communications at Samsonite.  “With Samsonite business bags by their side, our intrepid influencers are free to make work their playground. Because to them, it isn’t work.”

The campaign is an evolution of Samsonite’s brand positioning “We Carry the World” a nod to the Maker Movement.  In these videos, Samsonite luggage wasn’t visible, the viewer could only see the contents of each traveller's bag, filled with travel needs of a filmmaker, long distance runner, and other “non-traditional” professions, in the shape of the bag they were carrying. 

“We wanted to align Samsonite's new line of business bags with the unexpected.These aren't your traditional bags, so we wanted to go in a more unconventional route with the occupations that we featured,” said Alyssa Toro, Chief Creative Officer at Connelly Partners.  “Work nowadays can look much different from a typical 9-5, and we demonstrated the love that people actually have for their craft and the hard work that they put into it on a daily basis.