All work
Carry-On Return
Campaign
Client
flyadeal
Role
Art Director
Scope
Campaign concept, naming system, art direction, key visuals
We transformed the carry-on from a product feature into a cast of personalities. Nine Saudi nicknames captured the different roles the bag plays throughout a journey
The Concept
The Insight
Saudis nickname
what they love
Cars, phones, even a favourite coffee order. When something is always with you, it gets a nickname. So instead of launching the carry-on as a feature, we let its name tell the story.
The Dictionary
One bag, nine names
Each nickname is a different role the bag plays on your trip, written like a dictionary entry. Every post opens with the word, not the product.
Got My Back
Lightens your load and stands by you in the rush.
تُخفّف عليك، وتتوقف معك وقت الزحمة
The Fly Mate
رفيقة السفر
By your side and knows you well
The Carrier
الشيّالة
Takes the load off you
The Duty Free Beast
وحش السوق الحرة
Packs every duty-free find and says “one more won’t hurt”
The Precious
الغالية
Holds your dearest things like it’s her mission
The Stuffed
المدفوسة
You keep adding, she keeps carrying
My Pal
راعية الوقفات
Carries everything you pick up along the way
Happiness Ambassador
سفيرة السعادة
Brings home the gifts and delivers smiles
The Travel Buddy
الفزيعة
There when you need her and cuts the waiting short