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By Sam Bradley, Journalist

April 5, 2023 | 3 min read

A new luggage campaign from London agency Anomaly makes a virtue of pranging your premium luggage pieces on the road.

Anomaly’s latest campaign for Rimowa showcases the German high-end luggage brand’s suitcases “as they’ve never been seen more”; dented, scuffed and bearing destination stickers like battle scars.

Stories of creative travelers are told across a series of four short films – from a roaming DJ to an artist en route to the next show – and the durability, quality and reliability of their luggage, despite the twists, turns and knocks taken on the road.

Camilla Harrisson, CEO and partner at Anomaly said that ‘A lifetime of memories’ encourages customers to think of their luggage as a travel companion.

“It has been a privilege to showcase these iconic products in a way they have never been seen before.

“This work captures these beautifully designed suitcases as much-loved companions – complete with dents, scratches and stickers that come from a lifetime of journeys.”

The brand aims for the campaign to emphasize not just the durability of its cases, but its commitment to a lifetime guarantee. The premium luggage brand was founded back in 1898 and began using aluminum in its cases in the 30s, providing its distinctive aeronautic look.

Emelie De Vitis, chief marketing officer at Rimowa, said: “The campaign marks a new trajectory for Rimowa as a brand. We’re very proud to show the beauty of Rimowa suitcases at every stage, as treasured and loved companions that have real and meaningful lifetime memories attached to them.”

The films were each helmed by London-based director Fenn O’Meally.




Chief marketing officer: Emelie De Vitis

Head of marketing: Tania Delamotte

Head of creative: Lorenzo Garizio

Global marketing coordinator: Balkis Abd Rabbo


Business director: Catherine Thomas

Account director: Rich Packer

Account manager: Lily Blackman

Head of strategy: Paulina Thompson

Group comms strategy director: Craig Stead

Group creative director: Leo Marks

Creative (Art director): Lyndarn Harrison

Creative (Copy): Becky Ross

Group design director: Behrad Taherparvar

Design directors: Ben Gilpin and Peggy Wang

Designer: Rosanna Gnocchi

Senior producer: Michelle Prinsloo

Producer: Savannah King

Creative Creative Works Anomaly

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