18 Mar 2024
Since 1898, RIMOWA has been a global leader in premium luggage, crafting iconic travel companions designed to last a lifetime. To celebrate this legacy, the German Maison has often partnered with a series of icons who embody its ever-evolving spirit, bringing their stories to life through its Never Still campaign.
Now, the Maison is proud to unveil a new chapter of its Never Still journey, following its fourth iteration that launched in September 2023. The campaign, which looked to travel not just as a means for personal advancement but also as a catalyst for inner transformation, told the inspiring stories of ROSÉ, Lewis Hamilton and Kylian Mbappé. Today, the campaign features RIMOWA’s newest global ambassador: the multi-talented musician Jay Chou.
In this new film, the artist is seen navigating the streets of London alongside his RIMOWA Original Cabin in Titanium. With a career that has taken him around the globe, Chou is familiar with a life in constant motion. Drawing from these experiences, he offers a fresh outlook on the transformative power of travel, emphasising the joy of spontaneity and the boundless inspiration that can be discovered on each journey.
In keeping with the spirit of the fourth iteration of RIMOWA’s Never Still campaign, the new film features a bespoke score by the globally renowned artist Hans Zimmer, marking his third collaboration with the brand. The German composer is also set to be featured in an additional part of the campaign, showcasing his RIMOWA Original Cabin Twist in Brown Silver in a video, and the cherished items he carries with him during his travels.
The new instalment of the Never Still campaign featuring Jay Chou launched globally on March 13th across cinema, digital, OOH, and print.
