September 7, 2018 -- Cologne, FR
Today, in celebration of their 120th anniversary, RIMOWA unveils its first-ever global integrated campaign, complete with a star-studded cast, strong storytelling and cinematic sensibility.
A select cast of renown global cultural icons, all of whom are long-time RIMOWA owners and advocates, celebrate 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. The campaign is a celebratory declaration of RIMOWA's ethos and its role as the resilient companion for a lifetime of purposeful journeys.
Twenty-time grand slam winning athlete, Roger Federer; Men’s Artistic Director at Louis Vuitton & Founder & Creative Director of Off-White, Virgil Abloh; model, spokesperson and activist, Adwoa Aboah; international chef, businessman and restaurateur, Nobu Matsuhisa; and Dior Men’s jewellery designer & Founder and Creative Director of AMBUSH, Yoon Ahn all take part in marking the occasion by sharing their personal interpretations of what travel has meant for their lives.
The campaign also marks the beginning of an exclusive partnership between Roger Federer and RIMOWA that will extend to various projects over the next two years.
Shot on three continents by five different directors, every director worked closely with each cultural icon to create an emotionally insightful and visually distinct expression of their personal journey.
Roger Federer’s film is directed by Karim Huu Do and features a real-life childhood conversation with his father at the moment of young Roger’s first trip to Zurich.
Adwoa Aboah’s film is directed by Jonas Lindstroem and it’s a powerful metaphor for how the model and activist overcame depression by pushing herself to travel.
Virgil Abloh’s film is directed by Dexter Navy and presents an artful visualization of a recorded phone conversation with Abloh’s aphorisms on travel.
Nobu Matsuhisa's film is directed by Jared Knecht and features an ancient Japanese travel tale that mirrors Nobu’s own life.
Yoon Ahn's film is directed by I AM HERE and documents Yoon’s antagonistic sources of inspiration while featuring quotes from her private travel diary.
The five films have been combined into an anthem film. In addition to the films, the campaign also features photography by Brett Lloyd.
The global integrated campaign will be featured across paid and owned social and digital channels, Air France in-flight entertainment, selected cinemas in the US and Europe, airports in NY, LA, London, Paris, and Nice, and OOH in key cities like New York, Los Angeles, Paris, Berlin, London, Hong Kong and Tokyo. The campaign will also feature events, retail activations and an exclusive limited-edition sticker.
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:
"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."
Hector Muelas, Chief Brand Officer at RIMOWA, comments:
“The campaign’s narrative is inspired by RIMOWA’s own history and its relentless commitment to creating the essential tools for purposeful travellers. From the beginning, we knew we had to leverage the brand’s strongest equity: its community. We selected a group of like-minded travellers that have embarked on ambitious, lifelong journeys, and that happen to be authentic RIMOWA customers. Despite the differences between each of those personal stories, there’s a shared belief that mastery is a never-ending process, and that travel is a powerful vehicle to make a mark in the world.“
Alexandre Arnault, CEO at RIMOWA, comments:
"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 travellers demonstrate in our pursuits."