By Bethany Berkeley
Chris Rhodes for RIMOWA
This year’s campaign sees a natural evolution in storytelling from the celebrated German brand. As people look more and more to travel as not just a means for personal advancement but also a catalyst for inner transformation.
Luxury luggage brand RIMOWA has launched a new global campaign called "Never Still". The campaign features three iconic figures who are known for their passion for travel and their commitment to progress: Formula One driver Sir Lewis Hamilton, South Korean-New Zealander singer Rosé, and French footballer Kylian Mbappé.
The campaign film, which was directed by Daniel Wolfe, follows the three stars as they travel to different parts of the world. Along the way, they share their thoughts on the power of travel to inspire, challenge, and grow.
Chris Rhodes for RIMOWA
"I have spent my whole career traveling the world and those experiences have shaped who I am as both a driver and a human," says Hamilton in the film. "It was only through seeing new places and perspectives that I really learned to challenge my way of thinking and to embrace the endless possibilities that the world holds."
Rosé adds: "Travel allowed me to expand my meaning of home. As travelling has become an essential part of my life, I’ve realised that 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."
Mbappé says: "When you travel, you see different types of lives, and you learn a lot. I crossed paths with amazing people that I never thought I would meet in my life,"
The progressive mindsets and purposeful travels of these global icons create ripples that move them and the world forward. The campaign film is accompanied by a print and digital campaign that features the three stars with their RIMOWA luggage and will run globally across cinema, digital, out-of-home, and print.
"This fourth chapter of our 'Never Still' campaign signals an evolution as we look forward to what travel means post-pandemic, as a journey towards progress," says Emilie De Vitis, senior vice president of product and marketing at RIMOWA. "We are delighted to partner once again with icons who echo our mindset of purposeful travel."
The "Never Still" campaign is a celebration of the power of travel to inspire, challenge, and grow. It is a reminder that travel is more than just a way to get from one place to another, it is an opportunity to learn, to grow, and to make a difference in the world.
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