Malaysia – International travel and lifestyle brand TUMI has officially debuted its first 3D out-of-home (OOH) advertisement in a new campaign to showcase its hardside luggage, TEGRA-LITE.
In this new campaign, TUMI leverages the 3D anamorphic billboard technique to manipulate the perspective of audiences and create the illusion of a three-dimensional image on a two-dimensional surface.
Using the 3D billboard, the brand runs its 30-second advertisement featuring the components of its expandable carry-on, TEGRA-LITE. The ad shows the components of the product coming together mid-air before colliding with the surrounding walls and leaving it completely destroyed.
The innovative advertisement aims to display the strength and impact the material of the hardside luggage can create, which gives it durability and toughness. It showcases the high standards TUMI has placed in their product design for travel as it uses Tegris®, which is also used for lifesaving armour and protective sports gear.
Furthermore, the 3D advertisement also aims to ignite the TUMI brand in the region while reinforcing its performance luxury roots.
The advertisement will run in seven prime locations in Asia-Pacific and the Middle East, with the first one launched in Malaysia, followed by Indonesia, the Philippines, Korea, Japan, and Dubai as the brand works to engage all their customers through the creativity of their new campaign.
Jill Krizelman, SVP for global marketing and e-commerce at TUMI, said, “At TUMI, we are always looking to innovate and disrupt how we reach consumers. We’re thrilled to bring our much-loved TEGRA-LITE® luggage to our first 3D out-of-home ad, which demonstrates the strength and resilience of this high-performance collection featuring the ground-breaking Tegris® technology.”
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