SAMSONITE: Scholar Panel

dentsu Indonesia and Samsonite have launched Scholar Panel, an innovative noise-reducing solution that uses recycled luggage waste to address the harmful effects of aircraft noise pollution on children in schools around Indonesia’s Soekarno-Hatta Airport. dentsu Indonesia is the lead creative agency behind this impact-driven innovation, leading ideation to execution, conducting in-depth research, supervising the build, developing the advertising strategy, and driving PR communications. Every day, students in these schools near Indonesia’s busiest airport are exposed to noise levels that exceed WHO safety standards, putting them at risk of hearing loss and long-term health issues. As part of its annual trade-in program, Samsonite partnered with Kamal 09 Elementary School to repurpose over 2,000 discarded suitcases that would otherwise contribute to landfill waste. The material is used to produce Scholar Panel, noise deflection panels designed to transform waste into a practical solution—reducing noise pollution and creating a more conducive learning environment for students.