A bit of an oldie, but this ad – Grand Prix winner for Press and Gold Lion for Outdoor at Cannes 2011 and most awarded print ad in the history of The Gunn Report – just punched me in the face.
The selling point of JWT Shanghai’s campaign is the ultra-durability of the Samsonite suitcase. The billboard demonstrates the vivid contrast between how “heavenly” it is in the plane but “hellish” down below where the suitcase is being handled. And yet the suitcase emerges sparkling after the torture. Just like that.