RIMOWA is the premier German luggage maker from Cologne. For 120 years, they have been tirelessly improving and perfecting the tools we travel with. They invented polycarbonate, four-wheeled, water-proof, and dust-proof suitcases plus countless other enduring improvements to our travel experience.

The problem: there was limited awareness of RIMOWA outside its native country Germany in 2017. To expand the business, we needed to carve out a unique position for the brand (beyond just the product) on a global stage.

The task: developing a creative strategy for RIMOWA that would once and for all put a stake in the ground for what the brand stood for with the next generation of global travellers. Specifically, our objectives were three-fold:

- Elevate and separate RIMOWA.

- Grow a cult around the brand.

- Supercharge desire for our products.

Our unreasonable goal: turn an incredible local German product into a global cultural icon.

To live the ‘Never Still’ strategy, we chose to partner with iconic RIMOWA owners to share their stories of purposeful travel under the claim of “Nobody builds a legacy by standing still.”

As everyone’s pursuit of mastery is different, we teamed up long-term RIMOWA owners like Rihanna, Lebron James, Patti Smith, Virgil Abloh and Nobu with different directors to tell their story in a unique and personal way. Similarly, distribution plans were bespoke to each owners’ individual communities and cultural spaces.

But ‘Never Still’ wasn’t just the strategy for a campaign, it became an ethos that permeated across the company, inspiring everything from retail to new products to social feed to partner choice.

Critically, ‘Never Still’ positioned RIMOWA to define a new era of travel after the world stood still with COVID, an idea that became an anthem of our ceaseless spirit, and our collective will to keep moving forward.