International lifestyle and travel brand Tumi has launched a digital campaign for its 19 Degree Aluminium collection starring professional footballer Son Heung-Min.
The campaign highlights new additions to the 19 Degree Aluminium collection, including the Backpack, Compact Carry-on, Briefcase and Minaudiere. The pieces incorporate futuristic design, cool colours and distinctive textural elements.
The supporting film shows Son Heung-Min and his 19 Degree Aluminium Backpack in an abstract backdrop that morphs into different environments representing the collection’s features.
“Tumi is thrilled to unveil another disruptive 19 Degree campaign starring Son Heung-Min, one of our Tumi global ambassadors,” said Tumi Senior Vice President Global Marketing and eCommerce Jill Krizelman.
“With this campaign, we wanted to communicate the next evolution in backpacks featuring our latest expression of 19 Degree Aluminium, showcasing its cutting-edge design, innovative style and our commitment to technical innovation. This creative strategy does exactly that and continues to propel Tumi as a beacon of limitless evolution.”
The 19 Degree Aluminium Backpack is designed with a leather back panel featuring the signature 19 Degree contours. The Compact Carry-On is ideal for business travellers with a need for smaller luggage.
The Minaudiere comes in three colourways and with two detachable shoulder straps. The 19 Degree Aluminium Briefcase is crafted from durable aluminium and features curves at 19-degree angles. ✈
