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Campaign Takes TUMI Latitude on Epic Journey around the World with Emmy-Winning Actor Alexander Skarsgård
Building on its foundation of innovation, functionality and durable design, TUMI launched its newest premium, hard-shell solution, TUMI Latitude. The lightest travel collection from the brand yet, it defies durability and engineering standards. The product is said to be built to handle any journey with the utmost class.
To celebrate the brand’s latest innovation, the brand went on an epic journey around the world on a single degree of latitude with Emmy-winning actor, Alexander Skarsgård.
The campaign, directed by Augustus Punch, tested the product’s superior design, quality, durability and functionality, with each attribute represented by a stop on the journey.
Tolna/Szekeszard, Hungary represents the origin of the adventure and where the Latitude is created. Here, the hero, played by Alexander, receives his mission and his adventure begins.
Lake Como, Italy is the first stop on Alexander’s journey with his Latitude. He arrives via vintage RIVA boat and meets the heroine, actress/model, Camille Rowe. In Lake Como, Alexander finds helpful intelligence that propels him to his next location.
At Cougar Mountain, Washington, Alexander explores the Pacific Northwest and flies a vintage plane with his Latitude in tow, jetting off to his next destination.
In Mongolia, Alexander faces the elements with his Latitude whilst travelling by train, car, and camel. Alexander spends the evening under the stars before finding his mission objective and returning to Hungary.
“I could not have dreamed of a better experience being part of the TUMI Latitude campaign. I got to travel around the world with a ragtag of lovely and incredibly talented people. The product itself is quite impressive—I even tried to intentionally break the bag a couple of times, with no success of course,” said Alexander Skarsgård.
This campaign’s focus on a non-stop journey on a single degree of latitude showcases the collection’s ingenious design and ability to perform no matter the landscape, climate, or culture.
The journey is not only about form and function, but also about perfecting the journey, getting from place to place in unexpected ways, and, of course, meeting interesting people along the way.
The campaign will run globally on various social channels, including Facebook and Instagram, out-of-home advertising and Digital.
“With each new collection, TUMI strives to provide our customers with top-of-the-line performance, design and style. With the Latitude collection, we wanted to create a collection that offers the best of the best in terms of innovation and aesthetic, which pushed us to improve weight, function, durability, organisation and more.
“We are consistently inspired by global citizens on unique journeys, and partnering with Alexander to share in such an amazing worldwide journey was an incredible experience,” said Victor Sanz, TUMI’s Creative Director.
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