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To mark our 120th anniversary, RIMOWA created a global campaign depicting its rich history of making timeless, luxury suitcases for purposeful travelers. The message is simple but powerful – that “No one builds a legacy by standing still.” RIMOWA leveraged the brand’s strongest equity, its community, selecting a group of cultural icons whose lifelong journeys are ones of ambition, determination, and resilience. Tennis legend Roger Federer, Louis Vuitton Men’s Artistic Director & Off-White founder Virgil Abloh, model and activist Adwoa Aboah, global restaurateur Nobu Matsuhisa and Dior Men’s Jewelry Designer & AMBUSH Founder Yoon Ahn, are all long-time RIMOWA owners and share the same mindset despite having diverse backgrounds. Shot on 3 continents by 5 different directors, each icon created an emotional and visually distinct expression of their unique journey in the form of 5 individual icon films and 1 overarching anthem film that weaves the stories together.

RIMOWA leveraged the brand’s strongest equity–its community–selecting a group of cultural icons whose lifelong journeys are ones of ambition, determination, and resilience. Tennis legend Roger Federer, Louis Vuitton Men’s artistic director/Off-White founder Virgil Abloh, model and activist Adwoa Aboah, global restaurateur Nobu Matsuhisa and Dior men’s jewelry designer/AMBUSH creative director Yoon Ahn, are all long-time RIMOWA owners and share the same mindset despite diverse backgrounds. Shot on three continents by five different directors, each icon created an emotional and visually distinct expression of their unique journey in the form of five individual icon films and one overarching anthem film that weaves the stories together.

The integrated, social-first campaign first launched on Instagram on our icon’s own channels and continued to roll out across all social channels (Instagram, Facebook, Twitter, LinkedIn, WeChat, Weibo and YouTube) through paid placements, AirFrance Entertainment, cinemas, out-of-home in key cities, and global media platforms.

Date created: August 2018 2018-08-01T00:00:00+0100
Date published: 29 January 2019 2019-01-29T21:20:35+0000

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Annual 2019 Shortlist“Never Still” By RIMOWAAdvertising: Digital Contributor:

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“Never Still” By RIMOWA

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