JWT Shanghai’s depiction of a classic heaven-and-hell theme for Samsonite’s Cosmolite suitcase tells a simple story of its ultra-durability. The print ad illustrates the heavenly pleasures a passenger onboard a plane would experience, as compared to the suitcase, which goes through hell with all the rough handling in the cargo holding area beneath them. But at the end of the flight, the Samsonite Cosmolite suitcase emerges still in  pristine condition!

“This year, the Samsonite “Heaven and Hell” ad won five Cannes Lions, including the Cannes Lions Grand Prix. The work has not only put the spotlight on great creative work coming out of Asia, but has also highlightS Samsonite’s willingness to embrace creativity and push the boundaries in their communications for the Asian market,” said Terry Savage, Chairman of Cannes Lions.