To highlight durability of their luggage, American Tourister turned an ordinary elevator into a visual stunt that stopped people in their tracks.

One elevator door was wrapped with giant version of American Tourister suitcase and the other printed with a crumpled sheet of steel metal.

When the elevator doors closed, it looked like the suitcase had dented the steel, making it appear almost indestructible.

The message? “American Tourister bags are so tough, they can crush metal.”

American Tourister Tough Luggage elevator illusion engaged viewers directly, delivering the brand message in an unexpected and memorable way.

Also check out: Clever and Creative Elevator Advertising