To celebrate its 120th anniversary, Rimowa unveils its first-ever global integrated campaign featuring a select cast of renowned global cultural icons. The latter use their collective mindset – the belief that mastery is a never-ending journey and that one should always be proactive – to celebrate Rimowa’s ethos and its role as a companion in one’s journey.
And so, athlete Roger Federer, Louis Vuitton’s Men’s Artistic Director Virgil Abloh, model Adwoa Aboah, international chef Nobu Matsuhisa and Dior Men’s jewelry designer Yoon Ahn take part in this cinematic initiative by sharing their personal interpretations of what travel has meant for their lives.
The campaign was shot on three continents by five different directors, all of whom worked closely with each cultural icon to create a unique perception of their personal journey. Combined into an anthem film, the five films are accompanied as well by a series of photographs by Brett Lloyd.
"Why settle on one director if you can work with five? ‘Never standing still’ as the core of this campaign demands exciting films and storytelling. We decided to work with five film directors to bring the genuine stories of five famous individuals to life. From Nobu’s Japanese tale to Adwoa’s story of transformation to Virgil’s experimental travel journey. A production maze and marvel on all levels. The campaign culminates in a collected anthem film with the contribution of all five directors. A powerful manifestation to keep moving," said Frank Hahn, Executive Creative Director at Anomaly Berlin.
Alexandre Arnault, CEO at RIMOWA, commented: "For 120 years, RIMOWA has been a leader in quality, innovation and craftsmanship, creating a product that’s loved cross-generationally for its ability to aid in the pursuit of inspiration and discovery through travel. As we look to the future with our heritage in mind, we want to celebrate that mission of relentlessly seeking perfection through action. It’s the shared mindset that both RIMOWA and its most iconic travelers demonstrate in our pursuits."
Sift through the Photo Gallery below to view snippets of the campaign.
