Virgil Abloh, Roger Federer can never be still in Rimowa luggage 120th anniversary campaign

Rimowa celebrates 120 years with a dynamic series of films starring hustlers including Virgil Abloh and Roger Federer / Anomaly Berlin

Rimowa, the luxury travel brand under LVMH, and agency partner Anomaly released the first part of its first-ever global integrated campaign to celebrate its 120th anniversary.

The campaign, titled, 'Never Being Still' features its global ambassadors to celebrate the mindset that mastery is a never-ending journey, and that no one builds a legacy by standing still. Among those ambassadors: Roger Federer, Virgil Abloh (mens artistic director at sibling brand Louis Vuitton), model and activist Adwoa Aboah, international chef and restaurateur Nobu Matsuhisa, and Dior Men’s jewelry designer and creative director Yoon.

Among the content to be made for the brand celebration, a five-part film series shot by five different directors in for cinema and online, traditional and digital OOH, social and digital content, online experience and live event and retail activations. The brand’s internal creative team worked with Anomaly’s internal creatives for seven markets: USA, China, HK, Japan, Germany, UK, and France.

Frank Hahn, executive creative director at Anomaly Berlin, said of the film-by-committee: "Why settle on one director if you can work with five? 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.

Hahn added that the campaign was "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, said: “The campaign’s narrative is inspired by Rimowa’s own history and its relentless commitment to creating the essential tools for purposeful travelers. From the beginning, we knew we had to leverage the brand’s strongest equity: its community.

On the choice of star influencers for the campaign, he added: "We selected a group of like-minded travelers 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, Rimowa chief executive, said: "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."

Anomaly Berlin managing director Simon Owen adds: “Rimowa is a German brand with an incredible heritage, but also with an intoxicatingly ambitious - global - future. And this marks the start of a highly ambitious relationship for Anomaly and Rimowa. We couldn’t be prouder to be a part of it, for what this represents and for what the future holds.”

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