Yuja Wang shows up in new Rimowa brand campaign

Rimowa is unveiling a film on renowned pianist Yuja Wang as part of its ‘Never Still’ global integrated campaign.

Following the launch of last year’s first international integrated brand campaign that marked its 120th anniversary, LVMH-owned Rimowa is continuing its conversation on purposeful travel with three films featuring intimate portraits of well-known friends of the brand. The select cast conveys the belief that mastery is a never-ending journey, and that no one builds a legacy by standing still.

While the campaign echoes the ethos set forth by Rimowa’s first global brand campaign, this second look focuses on “the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive”.

Basketball legend LeBron James, artistic director Dior Men’s and fashion designer Kim Jones, and Beijing-born concert pianist Yuja Wang all share an intimate view into their lives on the go, telling how constant challenge drives them toward success. The series is shot across four countries by three different directors who worked closely with each individual icon to put together an emotionally insightful, personal and visually distinct expression of their particular journey.

The global integrated brand campaign will be featured across paid and owned social and digital channels, Air France, British Airways, and Cathay Pacific in-flight entertainment, select cinemas in the US and Europe, airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong, and OOH in key cities like New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo. The campaign will also feature retail activations and exclusive limited-edition stickers.

Created in partnership between Anomaly in Berlin and Rimowa’s internal creative team, the campaign will be activated globally with special emphasis on the brand’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.