Jay Chou takes to the streets of London in Rimowa's latest ''Never Still'' campaign

Jay Chou takes to the streets of London in Rimowa’s latest ”Never Still” campaign

Music icon Jay Chou stars in Rimowa's new "Never Still" campaign. The short film captures his travels around London and the magic of spontaneous travel.
March 15, 2024
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Musician and new global ambassador Jay Chou is the face of Rimowa‘s “Never Still” campaign, the fifth installment of the brand’s travel campaign.

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The global icon stars in a short film that captures the transformative power of travel and the endless inspiration found in every journey.

The campaign film shows Chou navigating the vibrant streets of London, his trusty titanium Rimowa luggage at his side. In a contemplative monologue in Chinese, Chou reflects on the rhythm of travel, comparing it to a melody. “The rhythm of travel is like a melody,” he said. “You can speed along or roam around. There are no laws to a melody, it’s magical, it happens naturally.”

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Rimowa describes Chou’s campaign narrative as offering “a fresh outlook on the transformative power of travel, emphasising the joy of spontaneity and the boundless inspiration that can be discovered on each journey.”

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The global campaign will launch across multiple platforms, including cinema, digital, outdoor and print. Staying true to the spirit of previous “Never Still” campaigns, renowned composer Hans Zimmer, known for his work on films such as “Dune: Part One” and “Dune: Part Two,” created a custom score for the campaign film. Zimmer will also appear in the second part of the campaign, which will launch on Instagram on March 18th, carrying his “cherished items” in a Rimowa suitcase.

Jay Chou takes to the streets of London in Rimowa's latest ''Never Still'' campaign

Chou, also known as the “King of Mandopop“, became Rimowa’s first Chinese global ambassador last week. The appointment is a significant step for the German luggage brand and signals its growing presence in the Chinese market.

Launched in 2018, the ”Never Still” campaign has previously featured a diverse range of influential figures, including Rihanna, LeBron James, Roger Federer, Kim Jones and Patti Smith. Building on this tradition, last year Rimowa included Blackpink‘s Rosé, Formula 1 champion Sir Lewis Hamilton and French footballer Kylian Mbappé in the fourth iteration of the campaign.

Read more: Rimowa welcomes Jay Chou as new global ambassador

Jay Chou takes to the streets of London in Rimowa's latest ''Never Still'' campaign
Jay Chou takes to the streets of London in Rimowa's latest ''Never Still'' campaign
Jay Chou takes to the streets of London in Rimowa's latest ''Never Still'' campaign