In order to increase the brand awareness of the Soundbox suitcases by American Tourister, an activation was created in Amsterdam central station, in collaboration with MediaCom. On Saturday 29 July the Cuypershal was transformed into a true suitcase paradise with a lifesize Soundbox suitcase as main eye catcher. A telephone was attached to the life-size suitcase. The telephone rang every now and then and unsuspecting passers-by could answer it... When life calls, be ready!