Blackpink’s Rosé, Lewis Hamilton Are in Rimowa’s New Campaign
● Short films are meant to show "a more personal, human side to the global icons" as they move around the world.
German luggage-maker Rimowa
has peopled its latest campaign with celebrities who are always on the move: Blackpink member Rosé, champion Formula 1 pilot Sir Lewis Hamilton and French soccer player Kylian Mbappé.
The ads break Thursday across cinema, digital, outdoor and print, hinged on short films that depict the three stars packing, rolling and loading their Rimowa suitcases. Hans Zimmer, who won an
Oscar in 2021 for composing the score to “Dune,” provided bespoke music for all, including an “anthemic brand film” featuring all three stars.
According to Rimowa, the sound of the campaign is one that “urges you to move around the world and be moved by it.”
Created in concert with agency
Anomaly London, the campaign is meant to show “a more personal, human side to the global icons, joining each of them on the journeys that move them, showcasing not only where they travel, but why.”
According to Rimowa executive Emelie De Vitis, senior vice president, product and marketing, the meaning of travel keeps evolving, and post-pandemic, and the company has detected a “mindset of purposeful travel.
“We look forward to what travel means post-pandemic, as a journey towards progress,” she added.
This is Rimowa's fourth campaign under the “Never Still” banner, exploring the idea of travel as “a catalyst for inner transformation.”
“Home is where I reflect, but it's through travel that I'm truly inspired,” Hamilton mused.
The seven-time world champion said a lifetime of traveling has shaped him:
“It was only through seeing new places and perspectives that I really learned to challenge my way of thinking, and to embrace the endless possibilities that the world holds.”
Rosé said travel helps her expand her meaning of home. “As traveling has become an essential part of my life, I've realized that home has become more of a state of mind than a specific place. It's a collection of memories, experiences and people that provide a sense of belonging,” she explained.
Blackpink's “Born Pink World Tour,” which kicked off last November, is set to conclude on Sept. 17 in Seoul.
Meanwhile, Mbappé said he sees travel as a window into “different types of lives, and you learn a lot. I crossed paths with amazing people that I never thought I would meet in my life.”
Previous “Never Still” campaigns — which kicked off in 2018 — have featured likes of Rihanna, LeBron James, Roger Federer, Kim Jones and Patti Smith.