LOJEL redefines travel experiences with new campaign

Global carry essentials brand LOJEL has launched a new campaign to empower travellers to embrace their adventures, whether commuting through bustling city streets or embarking on long-distance travel.

Also known as "Made to move", the campaign coincides with LOJEL’s introduction of Cubo Small Lite and Cubo Fit Lite, two new Lite sizes in its flagship “Cubo” collection, connecting product functionality with emotional storytelling. The campaign is available across Hong Kong, Singapore, Indonesia, Japan, Malaysia, North America, Canada, Taiwan, Thailand, Cambodia, and The UAE.

A spokesperson from LOJEL told MARKETING-INTERACTIVE that the campaign does not specifically targets an age group or a consumer segment, but instead, anyone who is "on the move". "The Cubo Small Lite is meant to be adapted for access – it is a lighter, smarter companion for everyday essentials. As for the Cubo Fit Lite, it is modeled for movement, it is a more spacious, travel-ready design for longer journeys. However, we have observed that the new sizes are particularly welcomed by the Zennials," the spokesperson added. 

At the heart of the campaign is a hero film, featuring rhythmic and alternating cuts that highlight the versatile uses for the new Lite sizes. This dynamic presentation illustrates how the two new Lite sizes merge their unique strengths under the unified message of simplifying movement, engaging viewers, and inspiring them to see travel in a new light.

The hero film emphasises the maneuverability of LOJEL’s products, capturing the essence of rhythmic movement while following the journeys of two unique personas: a travelling professional and a commuting makeup artist. Both personalities’ unique journeys demonstrate the ease of movement, packing, and product highlights, sparking visual intrigue and inviting consumers to explore the innovative design behind each Cubo Lite piece.

The film will be promoted throughout Hong Kong's Fashion Walk area, being displayed on a large-scale video screen at the mall entrance near the escalators and on two pedestrian street-facing screens. Moreover, the film will be featured on multiple screens at Tsim Sha Tsui's K11 MUSEA, particularly near the MTR entrance, and on smaller screens throughout the mall. The One in Tsim Sha Tsui will also feature the video on its external facade, amplifying its message across the entire district. Additionally, the film is being promoted through earned media, paid digital channels and social media.   

The campaign has extended to Bangkok with features in Discovery Siam Mall and The One Bangkok. At Siam Discovery, the hero film will play on the mall's external facade and throughout the interior, including the entrance to the upper residential lifts, ensuring maximum visibility and engagement with consumers. Similarly, at The One Bangkok, the feature will be displayed on screens exiting the MRT station and in the main atrium of the mall complex.

In alignment with the brand's creative theme "Movement is universal, but the way you move is uniquely yours," LOJEL has launched a digital wall named "Art of movement" at its flagship store in Fashion Walk, Hong Kong. This interactive feature encourages visitors to engage with a large motion capture screen. Through the interactive experience, customers can select a colour to highlight their movement, creating a personalised video that interacts with motion and design elements. 

This installation also seeks to enable users to share their unique experiences on social media, further deepening their connection with the LOJEL brand and expanding the campaign’s reach beyond ad placements with high-quality user-generated content (UGC).

To advance the campaign's goals through community engagement, LOJEL's flagship Vancouver location partnered with Sound Bath Connections to enhance the "Made to move" experience through yoga workshops. Led by yoga instructor Hillary Keegan, this wellness-focused session encouraged participants to discover their unique pace and rhythm through 45-minute breathwork and movement sessions. The event also aimed to showcase LOJEL’s commitment to connecting with the local community while enforcing the brand’s focus on movement and mindful living.

Kafai Mak, chief creative and brand officer, LOJEL, said: “‘Made to move’ isn’t just about getting from A to B—it’s about how we move through life, and the little things that help us do it better. The new Cubo Lite sizes are designed with that in mind: lightweight, adaptable, and built with thoughtful details that make a real difference. It’s about creating something that fits into your rhythm, not the other way around.”

Don’t miss: LOJEL showcases 35 years of sustainability efforts in new exhibition

Back in October last year, LOJEL showcased its long-standing sustainability efforts through an exhibition, as part of its anniversary campaign “35 Years with LOJEL: A journey through time.”

The move marked the second exhibition at the brand’s Flagship Experience Hub since the location’s grand opening in April 2024. For the first time ever, LOJEL invited consumers to explore its collection of original LOJEL products from the 1990s to the 2000s, showcasing the transformation and growth it has experienced over the past 35 years.

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