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Samsonite Born To Go

‘Born to go’ is directed by Ben Strebel through HAMLET for Samsonite and is Wunderman Thompson Belgium’s first work for the global luggage brand.


Samsonite is a brand we are all familiar with, a household name. Suitcases are nearly always discarded to the loft for most of the year and extracted once or twice annually for holidays. But times have changed, Millennials are more mobile and fast paced than older generations. Looking to this new generation of travellers, lightweight travel luggage is required to be reliable and consistent, an essential component for modern life. Samsonite is just the brand to help with that.


The narration over the high energy film urges our millennial audience to see everything and go everywhere. The visual moves quickly to the rhythm of the VO juxtaposing a description of a typical world traveller experience alongside the visuals of an urban one.


Advertiser: Samsonite

Brand: Samsonite

Post Production / VFX

Post Production Company: ETC London

VFX Supervisor: Ally Burnett


Sound Company: Sonhouse Brussels

Creative Agency

Creative Agency: Wunderman Thompson Belgium

Copywriter: Jolien Tuyteleers

Art Director: Kate Bellefroid

Producer: Caroline Van Ranst, Ingeborg Van Hoof, Bruno Dejonghe

Executive Creative Director: Pieter Staes

Production Company

Production Company: HAMLET

Executive Producer: Ruben Goots, Jason Felstead, Thomas Hofman

Director: Ben Strebel

DOP: Benjamin Todd

Producer: Sophie Brooks

Post Producer: Dominique Ruys


Composer: Filip Sijanec


Edit Company: Stitch London

Editor: Phil Currie

Genre: Action