A print ad for Samsonite's Cosmolite suitcase, depicting a classical-style heaven-and-hell scene, has earned JWT Shanghai the Grand Prix in the 2011 Press Lions contest at Cannes.
The point of the piece was to emphasize the product's durability. Thus, the ad shows first-class passengers enjoying a heavenly experience on an airplane, while the Samsonite luggage has a hellish time down in the cargo hold—but still emerges sparkling after its ordeal. See a much larger image here.
The other Gold Lion winners in Press are:
• Euro RSCG Bangkok for Reckitt Benckiser
• Y&R Buenos Aires for Bayer
• Grabarz & Partner Hamburg for Volkswagen Nutzfahrzeuge
• Y&R Dubai for Harvey Nichols
• Ogilvy Malaysia Kuala Lumpur for Mattel
• Almap BBDO São Paulo for Billboard magazine
• DDB Argentina Buenos Aires for Volkswagen
• Leo Burnett Hong Kong for Greenpeace
• Scholz & Friends Berlin for Bund