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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.
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