Away Luggage
Creative Brief Overview
​Target Market
Adults 25-54, HHI $75,000+
Very active on social media and follows influencers on multiple platforms.
College educated with professional careers
Strategy
AWAY is luggage made for my lifetime journey.
"If I buy AWAY, then I'll have high-quality, modern luggage that fits my travel style."
Brand Manifesto
In order to capture AWAY's essence, we took inspiration from the two women who founded the brand. Their goal? To create a luggage company centered around wonder that is traveling. We also found inspiration in the many colors of luggage AWAY offers.
Print Comps
For our print ads, we wanted to highlight the three features of the suitcases that we believe our target market cares most about. Those features include the colors, the battery component and large carrying capacity.
Ambient Conept
For my individual ambient advertising idea, I came up with the idea to place AWAY luggage ads inside the item bins at the security area of the airport. The ads would make it seem as though an AWAY luggage suitcase is fitting perfectly inside the security bins. I chose shorter copy because the security process is usually very rushed, leaving little time for reading.
