TUMI’s suitcases crash through 3D billboards across Asia

International travel and lifestyle brand, TUMI, has swept into cities with its first three-dimensional (3D) Out-of-Home (OOH) advertisement showcasing its TEGRA-LITE hardside luggage collection.

Using 3D anamorphic billboards, the 30-second advertisements create the illusion of larger-than-life TEGRA-LITE suitcases coming together in mid-air in seven locations in the Asia-Pacific region and the Middle East.

As the suitcase collides with the surrounding walls, the 3D display of strength and impact performance on two-dimensional surfaces aim to illustrate the toughness of the product’s Tegris material.

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The 3D advertisement aims to ignite the TUMI brand in the region while reinforcing Its performance luxury roots. It launched in Malaysia on 1 October 2023, and will run till January 2024 across Indonesia, the Philippines, Korea, Japan, and Dubai. These urban locations were chosen as top travel destinations that are also among the fastest rebounding countries for inbound travellers, according to TUMI in a statement. 

"At TUMI, we are always looking to innovate and disrupt in how we reach consumers," said Jill Krizelman, SVP global marketing and e-commerce, TUMI. She explained that the 3D OOH ad demonstrates the strength and resilience of the high-performance collection, alongside the brand's efforts to be creative in engaging with customers.

In line with its performance luxury positioning, TUMI unveiled its Fall 2023 campaign in July 2023 that rode on the "quiet luxury" trend. Titled "Essentially Beautiful", the campaign featured returning TUMI crew members in short videos, starring Formula 1 driver Lando Norris, pro-footballer Son Heung Min, and singer-songwriter and actress Reneé Rapp.

“At TUMI we find beauty in elements that aren’t typically thought of as beautiful, from the smooth glide of the wheels to the resilience of 19 Degree’s aluminum. Through the ‘Essentially Beautiful’ campaign we see these moments shine through in a way that is effortless and technical while remaining beautiful at the same time,” said Victor Sanz, TUMI’s creative director, at the time.

TUMI is among many brands jumping on 3D OOH advertisements. Recently, e-commerce platform, Shopee, also activated its new 3D billboard runway fashion show featuring Malaysian girl group, Dolla, in Kuala Lumpur.

Located in front of KLCC Twin Towers, the 3D billboard teased the question, “Siapa Mereka?” (Who are they?), inviting audiences to guess the identities of four doll-like women striking poses, still as statues, inside four gigantic orange boxes in the shapes of the number one.

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