Responses by Albert Engler, marketing director and Florence Ferreira, brand and digital manager, Delsey
Background: The three minute and 40-second film “What Matters Is Inside” embraces the true DNA of the Delsey, a luggage brand devoted to making travel seamless and emphasizing the sense of connection that travel brings between people. It is not the luggage or the trip that matters, but what’s inside that stirs us all.
Reasoning: With help from creative agency Buzzman, we wanted to differentiate the brand and be more innovative in our product design. The animated film treatment allowed us to have more freedom of creation in the representation of Paris and the beauty of the different landscapes around the world. In addition, we also created a strong digital plan that focused on social media.
Challenges: Producing the animated film, which took four months. The backgrounds are in 3-D and the characters are in 2-D, which led to a mix of the two treatments and made it feel like a painting. We validated each different version of the animatic and all the 3-D and 2-D renderings of backgrounds, characters and bags.
Favorite details: The audacious thinking behind the campaign disposal, which makes the project unique and aligns with our brand’s values and people's life aspirations. Through the story, we bring up the idea of the “slow life,” which leads people to question themselves about what is important in life. In a highly connected world, it is sometimes important to disconnect and travel the world to better connect to your own aspirations.
Specific demands: Integrating the different layers of messages we wanted to address throughout the short film—like the brand values, innovation, products—without affecting the initial project and the emotions of the story.
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