ASIA-PACIFIC – SHANGHAI, JUNE 2012: JWT Shanghai’s highly acclaimed ‘Heaven & Hell’ ad for Samsonite has been named most awarded print ad of all time trumping Volkswagen’s 1999 "Wedding" ad which held the top spot for 13 years.
‘Heaven and Hell’ started its winning streak at Cannes 2012 gathering four gold and China’s first-ever Grand Prix and since then has been dominating every award show taking home a total of 10 Grand Prizes, 38 Gold awards and 3 Yellow Pencils over the last 12 months.
"The fact that the most awarded print ad in history came out of China really illustrates that China’s star is rising, not only economically, but creatively," said Lo Sheung Yan, JWT’s China chairman and Northeast Asia executive creative director.
To demonstrate the durability of the upscale Cosmolite luggage, the JWT Shanghai team led by chief creative Yang Yeo zeroed in on the idea of how heavenly it was for passengers up in the first class compared to the hell their luggage went through below. The result is the groundbreaking print ad depicting the parallel stories of one traveler and one suitcase through the heaven, and hell of a first class flight.
