What material is highlighted for its durability in the ad?

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Tegris® Material Highlighted for Durability in TUMI Advertisement

The advertisement prominently features the TEGRA-LITE® collection of hardside luggage, emphasizing its exceptional durability and toughness. This resilience is directly attributed to the innovative Tegris® material, which is engineered for demanding applications. The campaign utilizes a 3D anamorphic billboard technique to visually convey the strength of this material.
Tegris® Material Properties and Applications

Tegris® is described as a revolutionary material utilized in critical safety and performance sectors. Its applications include lifesaving armor, protective gear for athletes, and components within professional race cars, underscoring its robust nature. The woven form of Tegris® used in the construction of the TEGRA-LITE® collection further enhances its world-class toughness and longevity.
Innovative Advertising Technique

To showcase the TEGRA-LITE® collection, TUMI employed a 3D anamorphic billboard advertisement. This technique manipulates perspective on a two-dimensional surface to create a striking illusion of three-dimensionality. The 30-second advertisement depicts components of the TEGRA-LITE® International Expandable Carry-On assembling in mid-air before a simulated impact with surrounding walls, visually demonstrating the product's resilience.
Global Campaign and Regional Focus

This groundbreaking 3D Out-of-Home advertisement is part of TUMI's strategy to engage customers in the Asia-Pacific and Middle East regions. The campaign, running from October 2023 to January 2024, spans seven prime locations, including Malaysia, Indonesia, the Philippines, Korea, Japan, and Dubai. These locations were strategically chosen as top travel destinations with significant inbound travel recovery.

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What material is highlighted for its durability in the ad?

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