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Key Takeaways
- Rimowa enlists Rosé, Jay Chou, and Lewis Hamilton to reflect on how travel shapes their personal and creative growth in its latest campaign.
- Creative agency Anomaly helps bring the global “Never Still” campaign to life through emotional storytelling and raw visuals.
- The films span digital, print, and OOH, featuring suitcase stickers and BTS clips that show the icons beyond their public personas.
What does it really mean to keep moving?
The latest chapter of Rimowa’s long-running “Never Still” campaign tackles this question with help from three iconic travelers: Jay Chou, Rosé, and Lewis Hamilton.
The trio fronts the German luggage brand’s fifth global push around purposeful travel, made together with agency Anomaly.
Only this time, trading glamour for intimacy.
Each celebrity reflects on how the road has shaped them emotionally, creatively, and even spiritually.
Rimowa’s SVP of product and marketing, Emelie De Vitis, explained the heart of the campaign in a statement:
“Durability and emotion have always been at the core of Rimowa — in how our products are made and in the stories they carry," she shared.
"By continuing to follow our trusted icons along their own journeys, we’re reminded of how purposeful travel can shape us, inspire us, and stay with us for a lifetime."
Creative agencies looking to deepen brand storytelling can learn from how Anomaly used real-life moments and inner monologues to elevate this campaign.
It’s also a strong case for celebrity marketing done right, humanizing globally known names to tell relatable stories that connect with consumers.
The Road Worn and Well-Told
Shot by directors Daniel Wolfe and Elliott Power, the main campaign film intertwines cinematic stillness with imagery of motion.
I think this is a beautiful way of mirroring the internal transformation that travel brings.
Through close-up shots and travel-worn luggage, the films highlight Rimowa’s iconic suitcases, each carrying subtle markers of their owners’ journeys.
Introspective as ever, Rosé shares how “every journey [she takes] leaves a lasting impact,” emphasizing how seeing more of the world changes her understanding of home.
Notably, her Rimowa case includes a symbol referencing her new album.
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Chou speaks of curiosity and growth, calling travel “a chance to shape who I am and what I create.”
His suitcase features a tennis sticker, nodding to one of his personal passions.
Meanwhile, Hamilton, used to crossing borders for his sport, describes constant movement as a form of personal reinvention:
“Just always moving forward, one foot in front of the other.”
His case is marked with a sticker of his bulldog Roscoe, which serves as an affectionate tribute to his constant companion.
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These seemingly small, worn-out details become emotional threads tying the visuals to the celebrity’s personal evolution.
In this fifth “Never Still” chapter, Rimowa showcases inner reflections of how travel reshapes identity.
It’s a subtle nudge, but a meaningful one, from a brand that now seems just as invested in our personal journeys as in what we bring along for the ride.
I really connected with this introspective take on travel, especially since it contrasts so well with how outward and active the experience usually is.
It feels more relatable for me and most probably for other people who love to travel, too.
In other luxury and lifestyle news, Johnnie Walker teamed up with acclaimed creative director Olivier Roustering for a new line of couture-inspired liquor.
These ad teams are behind some of the most iconic campaigns today. Check out the best ad agencies:
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