Never Still.
For its 120th anniversary, RIMOWA launched 'No one builds a legacy by standing still', a platform built on famous owners and the dents and stickers on their cases, which has run for more than six years.
- Brand
- RIMOWA
- Agency
- Anomaly
- Market
- Global
- Region
- Global
- Year
- 2018
The challenge
After LVMH bought RIMOWA, the German luggage maker had to become a global cultural brand, appeal to a younger, purpose-minded generation and stand apart from imitators.
The idea
Anomaly framed RIMOWA as a companion for people who keep moving. The 2018 launch featured long-time owners Roger Federer, Virgil Abloh, Adwoa Aboah, Nobu Matsuhisa and Yoon. Later chapters included Patti Smith on her own suitcase, the 'Ingenieurskunst' kinetic installations, the Original Bag with Liu Wen and Central Cee, and Paris Olympics posters drawn from the case's grooves, across cinema, OOH, airports, social and retail.
Results
- According to the case study, the launch drove over 233 million earned media impressions.
- The case study says RIMOWA.com traffic rose 36%.
- By the case study's figures, brand value was up 82% and volume up 65% in Q4 2021.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- Anomaly
- Production
- BWGTBLD
- Production
- Iconoclast Germany
- Post-production
- NHB Post Production
- Executive Creative Director, Anomaly
- Frank Hahn
- Creative Director, Anomaly
- Sebastian Lyman
- Creative Director, Anomaly
- Nikolaus Ronacher
- Creative Director, Anomaly
- Paulo Martins
- Executive Producer, Anomaly
- Stefan Bader
- Producer, Anomaly
- Agostino de Martino
- Art Director
- Jan Volpp
- Art Director
- Mayara Schmidt
- Copywriter
- Nicole Rodriguez Woods
- Director
- Dexter Navy
- Director
- Jared Knecht
- Director
- Karim Huu Do
- Director
- Jonas Lindstroem
- Director
- I AM HERE
- Photographer, TOTALWORLD
- Brett Lloyd
- Music
- Jacques Greene
