Roger Federer Leads a Cosmopolitan Cast of World Travelers in New Rimowa Campaign

The luggage company goes for a rebrand

Anomaly Berlin created the campaign. Rimowa
Headshot of Patrick Coffee

Travel isn’t an act—it’s an identity.

That’s the key takeaway from this new campaign promoting Rimowa, a classic German luggage-maker eager to reintroduce itself to the world with the help of tennis superstar Roger Federer and several of his fellow adventurers.

An anthem spot created by Anomaly Berlin and the brand’s internal team combines five individual shorts by five different directors celebrating individuals who are icons in their industries: Louis Vuitton men’s artistic director Virgil Abloh; model Adwoa Aboah; restaurateur Nobu Matsuhisa; and Dior men’s jewelry designer Yoon Ahn.

These men and women are literal and metaphysical travelers whose personal journeys amount to much more than a trip between one place and another.

Interestingly, the brand insists that these five individuals are not celebrity influencers, though the campaign does mark the beginning of an exclusive partnership between Rimowa and Federer.

“From the beginning we knew we didn’t want to do an endorsement campaign,” said Rimowa chief brand officer Hector Muelas. “These are people who have been mobile for many years. Because travel is probably 50 percent of their lives, they have a very personal connection to their suitcase.

He also said the brand asked each of the stars to use their own suitcases rather than providing them with new products.

The purpose of the campaign, which follows a recent rebrand, was to increase awareness of a brand that has an established presence in Europe and Asia, particularly in the U.S. “We’ve never articulated what [Rimowa] is good for, and what are the principles guiding it,” Muelas said.

The executive noted that the brand was initially established in the late 19th century for professionals like doctors and architects who had to travel for work rather than the fortunate few who would afford to do so for pleasure. “It’s traveling for a purpose, not wandering around,” he said.

Beyond these ads, the campaign includes a series of photographs by fashion industry veteran Brett Lloyd. The work will launch in the key markets of the U.S., China, Hong Kong, Japan, Germany, France and the U.K.


Agency: Anomaly Berlin
Client: Rimowa

Chief Brand Officer: Hector Muelas
Head of Global Marketing: Jenny Huang
Head of Marketing: Christof Hildebrandt
Marketing Manager: Gaelle Appelmans
Global Content & Creative Manager: Yannis Henrion
Global Senior Copywriter: Nicole Rodriguez Woods

Executive Creative Director: Frank Hahn
Creative Directors: Sebastian Lyman, Nikolaus Ronacher, Paulo Martins
Executive Producer: Stefan Bader
Producers: Stefan Bader, Agostino de Martino
Print Producer: Davor Brkan
Production Assistant: Svenja Handke
Account Director: Tania Delamotte
Account Manager: Julia Saumande
Strategist: Anneliese Rapp
Art Director: Mayara Schmidt, Jan Volpp

Editor: Christian Zimmermann
Colourist: Julien von Schultzendorff
VFX: Nhat Quang Tran, Tobias Horvath, Norman Struwe, Marvin Sprengel, Tany Heider, Andreas Petri
Producer: Julia Christin Saure
Sound: Wenke Kleine-Benne
Audio Producer: Steffen Stark
Music by Jacques Greene, courtesy of LuckyMe

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: September 7, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT