RIMOWA, the iconic luxury suitcase brand founded in 1898, is on a mission of global growth. The brand needed to reach a new and international audience with a meaningful message that could cut through via stand-out creative, and instantly bring its distinctive philosophy of resilience to travellers all around the world. It was vital for the brand to drive not only awareness, but luxury perceptions, in a way that was true to its heritage and the unique resilience of its products, which are created to be lifelong companions to travellers - including its powerful lifetime guarantee.

“Guaranteed for a Lifetime of Memories” showcases RIMOWA’s iconic grooved cases not as pristine and immaculate objects, but worn and battered companions that have accompanied their owners on a lifetime of travel. Through this creative framing, RIMOWA’s cases become carriers not just of possessions, but of meaning. The OOH, press, social and digital display in particular foregrounded a series of well-travelled cases via striking product photography, with all their scars proudly displayed - so that every image tells a story of a life well-lived, and well-travelled. The AV brings these stories to life in more detail, celebrating the meaningful moments where every case acquires its unique and personal patina, while the copywriting celebrates RIMOWA’s lifetime guarantee - a sign of its confidence in the quality of its products.

RIMOWA was relatively unknown to many who we hoped would become future owners. These new audiences were unfamiliar with the brand and its philosophy of resilience over perfection. To make our case against social media narratives that judged RIMOWA’s cases by the standards of other brands - criticising its cases for not being immune to the ups and downs of travel - we chose to break the rules of luxury communications. We took the brave decision to show not new, but worn and battered products. In doing so, we brought RIMOWA’s unique take on the true meaning of luxury to a new audience. Our strategy invited our audience to value not immaculate perfection, but a life - and a suitcase - shaped by travel. We flipped the narrative, showing that every mark on a RIMOWA is not a weakness or a flaw, but as a testament to resilience.

Our approach to the execution of the campaign required RIMOWA to show up where customers frequently travel. The campaign was launched across online video, social, OOH print and display across 22 countries in sites associated with travel and transit. In addition, RIMOWA took over high traffic websites globally with our perfectly imperfect cases across The New York Times, Spotify, WeTransfer and The Financial Times. We also knew it was important to recruit current owners by reinforcing what they already knew and encouraging them to share their love for the brand in the comments section on online video and social channels.

1.05 billion impressions

2.6 million people reached by social conversation

66.35 million reached by press coverage

Luxury perceptions increased +13% YOY