Today, as part of RIMOWA’s first-ever global integrated campaign, the brand is unveiling Adwoa Aboah’s icon film.
As part of the overarching campaign, a select cast of renown global cultural icons, all of whom are long-time RIMOWA owners and advocates, celebrate the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. The campaign is a celebratory declaration of RIMOWA's ethos and its role as the resilient companion for a lifetime of purposeful journeys.
Twenty-time grand slam winning athlete, Roger Federer; Men’s Artistic Director at Louis Vuitton & Founder & Creative Director of Off-White, Virgil Abloh; model, spokesperson and activist, Adwoa Aboah; international chef, businessman and restaurateur, Nobu Matsuhisa; and Dior Men’s jewellery designer & Founder and Creative Director of AMBUSH, Yoon Ahn all take part in marking the occasion by sharing their personal interpretations of what travel has meant for their lives.
Shot on three continents by five different directors, every director worked closely with each cultural icon to create an emotionally insightful and visually distinct expression of their personal journey.
Directed by Jonas Lindstroem, British fashion model, Adwoa Aboah’s film was shot in London, England which holds significant meaning in her journey as her home and the only place where she feels like herself. RIMOWA has consistently been a part of her life as the first-ever suitcase she purchased on her own. Adwoa feels honoured to be a part of RIMOWA’s campaign and was creatively involved in the making of her icon film. She said, “the other talents are remarkable, and I’m honoured to be looked upon in the same realm as them even though we do different things. I just feel really honoured that they chose me for the first time they [RIMOWA] are doing something like this.”
Her film depicts the journey she embarked on, from her family home in London, with the hopes of one day achieving her dreams and showcases an adventure towards independence. With her inspiring, unstoppable nature, Aboah’s film reflects the notion that anything is possible if you keep moving forward, perfectly aligning with RIMOWA and the journey of building a legacy. Aboah said, “Traveling is such a massive element of my job. A part of it is all the amazing people I get to meet and all the wonderful experiences I’m able to experience because I’m somewhere different.”
The five films have been combined into an anthem film In addition to the films, the campaign also features photography by Brett Lloyd.
The global integrated campaign will be featured across paid and owned social and digital channels, Air France in-flight entertainment, selected cinemas in the US and Europe, airports in NY, LA, London, Paris, and Nice, and OOH in key cities like New York, Los Angeles, Paris, Berlin, London, Hong Kong and Tokyo. The campaign will also feature events, retail activations and an exclusive limited-edition sticker.
Created in partnership between Anomaly in Berlin and RIMOWA’s internal creative team, the campaign will be activated globally with special emphasis on RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.
Alexandre Arnault, CEO, comments:
"Adwoa Aboah’s passion for travel, independence, self-discovery, and her ability to incorporate her diverse experiences into her own work, makes her a perfect cultural icon for RIMOWA’s first global campaign."
RIMOWA is the global leader in premium luggage. Since 1898, it has placed quality and innovation at its core, creating luggage for the discerning, purposeful traveller. Inspired by the aeroplanes of the pioneering era of aircraft construction, in 1937 RIMOWA introduced aluminium into the manufacture of its suitcases revolutionising the industry and creating their iconic design with parallel grooves. In 2000, they pioneered again, creating the first polycarbonate case on the market. Designed and engineered in Germany, RIMOWA combines heritage and craftsmanship with the rigours of modern technology. In 2017, RIMOWA joined LVMH Group. rimowa.com