To celebrate its 120th anniversary, Rimowa unveils its first-ever globally integrated campaign, complete with a star-studded cast, strong storytelling and cinematic sensibility. The campaign is “a celebratory declaration of Rimowa’s ethos and its role as the resilient companion for a lifetime of purposeful journeys“.
The campaign features a select cast of renowned global cultural icons, all of whom are long-time Rimowa owners and advocates, such as: Men’s Artistic Director at Louis Vuitton and 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 and Founder & Creative Director of Ambush, Yoon Ahn. The campaign also marks the beginning of an exclusive partnership between twenty-time grand slam winner Roger Federer and Rimowa that will extend to various projects over the next two years.
“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,” said Hector Muelas, Chief Brand Officer at Rimowa.
It was shot in three continents by five different directors, each working closely with one of the cultural icons to create an emotionally insightful and visually distinct expression of his or her personal journey. A collaborative effort between Anomaly of Berlin and Rimowa’s internal creative team, the campaign will be featured across paid and owned social and digital channels with particular emphasis on Rimowa’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.