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Freedom Starts Now

Integrated Campaign

American Tourister

Overview

A school bag should be
more than just a school bag.

A school bag should be
more than just a school bag.

For students, a backpack goes wherever life takes them. Building on American Tourister's youthful brand spirit, we positioned the school bag around the freedom that exists both inside and beyond the classroom.

Year

Year

2025

2025

Agency

Agency

Zoo Group Singapore

Zoo Group Singapore

Zoo Group Singapore

Student life is more than just school.

Student life is more than just school.

The memories students remember most are rarely about the lesson itself, but everything that happens around it.

People blame cleaners and authorities, not themselves. That belief removes responsibility and lets bad behaviour continue, no matter how often toilets are cleaned.

Freedom begins after the final bell.

Freedom begins after the final bell.

The rest of the day belongs to students, and their backpack is there for every moment that follows.

The rest of the day belongs to students, and their backpack is there for every moment that follows.

So we let the school bag follow wherever freedom led.

So we let the school bag follow wherever freedom led.

The backpacks followed students into the moments that mattered most.

The backpacks followed students into the moments that mattered most.

Every journey opened the door to something new.

Every journey opened the door to something new.

Freedom isn't one moment. It's everything in between.

Freedom isn't one moment. It's everything in between.