We believe the riskiest thing a brand can do today is play it safe. Because when you boil it down, advertising is a game of attention. And the brands that get more than their fair share of it, grow faster.

That’s why It Can Take It, our first campaign for American Tourister, doesn’t hold back. It cuts through the feed, sticks in your head, and won’t be mistaken for anyone else.

We teamed up with Middle Kids, a rising star in Australia’s indie scene, to bring the energy and edge this category’s been missing. It Can Take It isn’t just a product truth: it’s a creative strategy built to make American Tourister unmissable.