What if you had a suitcase that connects you to your father’s travel memories and let your free spirit to shown up?
The new campaign named “What Matters Is Inside” tells us the story of a young man, Simon, who is always busy at work and loses his father who has been exploring the world for years and missed the important moments of his son’s life.
When Simon seems sorry about his father’s disappearance but also reproachful that he was always been away, Simon’s mother gives him the letter from his father.
“Simon, I’ve left you a treasure of immense value.”
After having the letter, we see that the short but meaningful message is enough to encourage Simon to travel all over the world to go after his father’s suitcase and visiting all the locations that his father had seen before.
While he follows the connected suitcase using the app, he meets amazing people, sees wonderful places and most importantly finds himself.
At the end of his long but fulfilling journey, Simon turns back to Paris and finds his suitcase at his home. He realizes that the treasure was all these travels and adventures that his father wanted him to experience like he did.
As the French brand shared on its website; “It is not the destination that is important, but the journey. And whatever life brings, it is important to experience it.”
The animated campaign film is running online and Air France passengers will also see it while they’re on their flights as it will be broadcast in-flight this summer.
Since people are a bit biased on using “app connected” products, creating a campaign around “spend your money on experiences not things” kind ideas is an effective way to reach people as we have seen the rise of travel lovers in recent years.