Celebrate your packing personality
In collaboration with TUMI’s ongoing Global Citizens campaign, the brand was looking for an umbrella theme to enhance the relatability of each Global Citizen’s story. The Perfecting the Pack campaign was launched in 2016 that highlighted the ways each person’s personality affected the way they packed their bags. We honed these personalities into six categories and created profiles based on the Global Citizen that featured each personality. The campaign included an interactive quiz to determine your packing personality, a packing guidebook to streamline your packing style and mall and in-store activations. Multiple activation touch points garnered over 50 PR posts and thousands of views on social media.
Integrated campaign
Project roles:
- Overall concept brainstorm and design
- Aligning individual Global Citizen projects to the overall theme
- Packing guidebook content and copywriting
- Personality profile cards design and copywriting
- Mall activation design and copywriting
