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Following the launch of last year’s first global integrated brand campaign that marked the brand’s 120th anniversary, today, RIMOWA continues the conversation on purposeful travel with three impactful stories, featuring intimate portraits of iconic friends of the brand.
The select cast celebrates the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. While this campaign echoes the ethos set forth by RIMOWA in their first global brand campaign, this second look focuses on the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive.
Basketball legend, LeBron James; Artistic Director Dior Men's and fashion designer, Kim Jones; and Chinese pianist prodigy, Yuja Wang all share an intimate view into their lives on the go, and how constant challenge drives them toward success. Shot across 4 counties by 3 different directors, every director worked closely with each individual icon to create an emotionally insightful, personal and visually distinct expression of their particular journey.
LeBron James’ story is a poetically incisive look at the importance of being driven beyond discomfort in order to pursue greatness. Kim Jones’ story features a collage of urban scenes and textures, from Japan to India, that celebrate how the places we go are woven into our work. Yuja Wang’s story presents an intimate look at a lifetime performer, probing how the constant upset of being on the go helps her focus on her craft.
Launching today with Kim Jones’ film, with LeBron James’ and Yuja Wang’s films following later in June, the global integrated brand campaign will be featured across paid and owned social and digital channels, Air France, British Airways, and Cathay Pacific in-flight entertainment, select cinemas in the US and Europe, airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong, and OOH in key cities like New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo. The campaign will also feature retail activations and exclusive limited-edition stickers.
Created in partnership between Anomaly in Berlin and RIMOWA’s internal creative team, the campaign will be activated globally with special emphasis on RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.
Frank Hahn, Executive Creative Director at Anomaly Berlin, comments: "In our second year of RIMOWA’s NEVER STILL campaign we are not falling short of inspirational stories with a new line up of longtime RIMOWA owners that live this philosophy. These extraordinary personalities shape our world and culture beyond their profession. Shot in Tokyo, India, Los Angeles and Toronto we again paired each icon with a unique director and had them bring to life their genuine stories as meaningful life lessons and inspiration to travel. ‘No one builds a legacy by standing still’ is a concept that will never lose its inspirational power."
Simon Owen, CEO at Anomaly Berlin, adds: “We couldn’t be more proud of the strong global partnership we have with Rimowa and with the work that’s coming out as a result. Ambitious clients deserve ambitious thinking and this installment of ‘Never Still’ is yet further proof of that.”
Alexandre Arnault, CEO at RIMOWA, comments: "RIMOWA’s ‘Never Still’ is not a concept that loses steam after one campaign – it’s an idea on which to build. As a brand dedicated to the heritage of consumer-focused craftsmanship, longevity and innovation, RIMOWA is committed to participating in the conversation by adding meaningful cultural context to our products. Together with this group of diverse global icons, we continue to open up a conversation beyond travel to explore what it means and takes to move forward."
Chief Brand Officer: Hector Muelas
Head of Global Marketing: Jenny Huang
Head of Global PR: Samantha Garrett
Global Art & Creative Manager: Yannis Henrion Global Senior Copywriter: Nicole Rodriguez Woods
Executive Creative Director: Frank Hahn
Creative Directors: Sebastian Lyman, Nikolaus Ronacher, Bertrand Fleuret Executive Producer: Kerli Teo
Producer: Joanna Roman, Eric Kim, Jana Schelkle
Stills Producer: Davor Brkan
Account Director: Tania Delamotte
Account Manager: Julia Saumande, Claudia Mulligan
Project Manager: Mona Vogel
Strategist: Anneliese Rapp, Dan Ball
Art Director: Mayara Schmidt, Jan Volpp, Yonca Yilmaz, Konstantin Kopf Copywriter: Malu Figuereido
Legal: Julia Clark, Therese Spillane, Grant Thompson
- Director: Jonas & Julien
- DOP: Antonio Paladino
- Editor: Elise Butt @ Trim Editing
- Executive Producer: Ben Schneider
- Producer: Beate Ehlert
- Visual Effects: Builders Club
- Track Title: Pre Barok
- Composer/Arranger: Mica Levi, Oliver Coates
- Publisher(s): Beggars Music; Domino Music Publishing Ltd
- Label: Wrap Records
- Director: Philippe Tempelman
- DOP: Patrick Scola
- Editor: Sam Ostrove @ Cabin Edit
- Executive Producer: Philipp Ramhofer
- Producer: Juliane Geusendam
- Director: Matt Baron
- DOP: Ben Carey
- Executive Producer: Arrow Kruse @ Alldayeveryday, Shawn Angelski @ Pink Buffalo
- Line Producer: Marc Milliard
- Production Manager: David ‘’Grover’' Cosgrove
- Photographer: David Luraschi
- Agent: Clara Hautecoeur, Mathilde Manaud @ Mirror Mirror
- Producer: Clémence Cuvelier
- Retouching: 100Berlin Creative Retouching
- Photographer: Matt Jones
- Agent: Jillian Johnson, John Moore @ Walter Schupfer Management
- Producer: Jay Rodan @ Sheriff Production
- Retouching: Velem LA, 100Berlin Creative Retouching
- Photographer: Riley Stewart
- Agent: Nicole Gomez / Agency Director + Executive Producer @ Fuse
- Producer: Marc Milliard
- Retouching: 100Berlin Creative Retouching