Dentsu Indonesia teams up with Samsonite to reduce aircraft noise for school children

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.

Scholar Panel consists of layered, noise-deflecting materials, including 2 cm-thick recycled luggage panels, a Glass Fiber Reinforced Concrete board, and a steel frame. Installed at a precise 30° angle, the panels effectively deflect noise from airplanes flying at 6–7.5°, redirecting sound waves upwards and reducing classroom noise levels by up to 40 dB. The execution was meticulously planned, with extensive research conducted in collaboration with architects and acoustic consultants to ensure optimal noise reduction.

Since its implementation, Scholar Panel has made a significant impact, transforming the learning environment of over 2,500 students, gaining widespread recognition and attracting government support.

Following its success, the Indonesian government has pledged to expand the program to more schools in Jakarta and nationwide. The campaign has also achieved remarkable media traction, generating over 975 million IDR of PR value and 101 million total impressions.

Aldila Adininggar, Senior Marketing Communications Manager at Samsonite Indonesia, said: “At Samsonite, we believe travel should not only bring comfort but also create a positive impact. Partnering with Dentsu Creative Indonesia has allowed us to transform an often-overlooked challenge into a meaningful solution. Their expertise in concept and execution has been instrumental in bringing Scholar Panel to life. This initiative goes beyond upcycling—it’s a testament to our commitment to sustainability and innovation, turning our trade-in program into a force for real change in communities.”

Defri Dwipaputra, Executive Creative Director, Dentsu Creative Indonesia, said: “Scholar Panel is a testament to the power of creative problem-solving and collaboration. Our team immersed themselves in understanding the challenge—conducting on-ground research to analysing acoustic data to uncover the best possible approach. Through rigorous ideation and prototyping, we developed a solution that not only repurposes Samsonite’s discarded luggage but also effectively mitigates noise pollution. It’s a perfect example of how cross-collaboration and strategic creativity can turn a pressing issue into a tangible and meaningful impact for students.”

Scholar Panel’s success has not only improved learning environments but has also earned industry recognition. At Citra Pariwara 2024, Indonesia’s biggest advertising festival, the initiative won three Bronze awards in the Activity/Event/Ambient/User Experience, Spatial and Environmental Design, and Out of Home (others) categories, reinforcing its status as a breakthrough innovation.