RIMOWA is a luxury luggage brand with ambitious global growth targets. The brand sought to build global awareness while becoming known for its belief in purposeful travel, as encapsulated by its Never Still creative platform.

The decision to work with global icons, carefully selected both for their embodiment of this brand belief, and their diverse appeal within its target audience of “Purposeful Pioneers”, allowed the brand to reach new audiences with a resonant message. The challenge was to combine these icons’ unique personal narratives in a way that remained true to both their stories’ and the brand’s, while creating a coherent, aspirational but highly personal piece of film that could drive the brand forward.

A narrative voice-over expounds RIMOWA’s philosophy - “no-one builds a legacy by standing still” - as we follow Rosé, Mbappé and Sir Lewis Hamilton on personal journeys through places that have shaped them, and on which they have in turn left their mark.

In interwoven shots, we see Rosé travelling through Paris, a city she has recently rooted herself in amidst a life spent on the move. Sir Lewis Hamiton finds inspiration through his travels in Mexico. Mbappé reflects on his own journey, as he meets the young people he supports through his charitable foundation, Inspired by KM - which helps underprivileged children from the Parisian banlieues, like himself, take their place on the world stage. The narrative emphasises the power of travel as a means to collective progress, as it puts our icons in contact with new people and places at pivotal moments in their own lives and careers.

The film achieved 3.2 billion impressions, with its reach greatly increased thanks to the careful use of talent with broad appeal. It drove further reach thanks to impressive pick-up in the global media, achieving coverage in 387 titles, with an aggregate readership of 1.3 billion. Social media conversation around the brand increased more than 10-fold during the campaign period. Most importantly of all, RIMOWA’s global brand awareness increased by an astonishing 50% over the course of 2023.