RIMOWA, the world-renowned German luxury luggage brand, proudly unveils its latest chapter in the iconic “Never Still” campaign, featuring global ambassador and multi-talented musician Jay Chou.
In the new film, Jay Chou is seen exploring the streets of London with his RIMOWA Original Cabin in Titanium by his side. As an artist whose career has taken him across the globe, Chou is no stranger to a life of constant motion. “The rhythm of travel is like a melody. You can speed along or roam around,” Chou states in Chinese during the monologue. “There are no laws to a melody, it’s magical, it happens naturally.”
Drawing from his own experiences, Chou offers a fresh perspective on the transformative power of travel, emphasizing the joy of spontaneity and the endless inspiration that can be found on every journey. The campaign narrative aligns with the spirit of the fourth iteration of RIMOWA’s “Never Still” campaign, which portrayed travel as not only a means of personal growth but also as a catalyst for inner transformation.
Continuing the collaboration with renowned artist Hans Zimmer, the new film features a bespoke soundtrack created by the German composer, marking his third partnership with the brand. Zimmer will also be featured in an additional part of the campaign, showcasing his RIMOWA Original Cabin Twist in Brown Silver and the cherished objects he carries with him on his travels.
The latest installment of the “Never Still” campaign, featuring Jay Chou, launches worldwide on March 13 across various platforms, including cinema screens, digital platforms, outdoor advertising spaces, and print media. As the first Chinese celebrity to be named a RIMOWA global ambassador, Chou’s appointment marks a significant milestone for the German luggage-maker.
Since its inception in 2018, the “Never Still” campaign has featured an impressive roster of iconic figures, including Rihanna, LeBron James, Roger Federer, Kim Jones, and Patti Smith. The fourth iteration of the campaign, launched in September 2023, featured Blackpink’s Rosé, champion Formula 1 pilot Sir Lewis Hamilton, and French soccer player Kylian Mbappé, each sharing their inspiring stories of personal progression and inner transformation through travel.
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