Rimowa launches their latest campaign, photographed by Chris Rhodes, starring the epitome of global sensation: Blackpink’s Rosé, Formula 1 ace Lewis Hamilton, and the French effervescent soccer prodigy, Kylian Mbappé.
This magnetic triad not only graces the frames but dives deep into the ethos of the campaign: a dance between travel and self-transformation. When one thinks of these iconic figures, their bustling travel schedules come to mind. Yet, Rimowa pulls back the curtain, giving us a voyeuristic view into the personal motivations that drive their global journeys.
Agency Anomaly London, the creative force partnering with Rimowa, crafted this campaign aiming to radiate the more intimate facets of these global icons. It beckons viewers to join the stars on their transformative sojourns, punctuating not just the destination but the profound ‘why‘ behind each journey.
Hans Zimmer, the 2021 Oscar winner for his score in “Dune,” crafted custom music for the campaign, encompassing an “anthemic brand film” with the trio of stars.
Emelie De Vitis, Rimowa’s Senior Vice President of Product and Marketing, poignantly highlighted the shifting paradigms of travel in a post-pandemic world. For Rimowa and its ambassadors, travel isn’t just about physical movement; it’s a “journey towards progress,” an evolving mindset encapsulated in their “Never Still” campaigns.
Hamilton, with seven world championship titles under his belt, speaks eloquently about the profound impact travel has had on his psyche. “It was only through seeing new places and perspectives that I really learned to challenge my way of thinking,” he reflects, emphasizing the world’s boundless possibilities.
Similarly, Rosé‘s travels have reshaped her understanding of ‘home‘. It’s no longer tied to a geographical location for her. She says, “Home has become more of a state of mind than a specific place. It’s a collection of memories, experiences, and people that provide a sense of belonging.”
For young soccer star Mbappé, traveling uncovers layers of humanity. He reminisces about the incredible souls he’s encountered, people he “never thought [he] would meet.”
These intimate reflections stand testament to Rimowa’s unwavering vision of travel as a “catalyst for inner transformation.” With predecessors like Rihanna, LeBron James, Kim Jones, Patti Smith and Roger Federer lighting up their “Never Still” banner, Rimowa once again successfully marries the essence of wanderlust with personal growth.