When he was 14, Roger Federer left his home in Switzerland to pursue a dream. A new spot for luggage brand Rimowa recounts the conversation the now-20-time tennis Grand Slam winner had with his father all those years ago.
“I have to go where the courts are,” the boy tells his papa.
“Then don’t come back too soon,” comes the encouraging reply.
Shot in Lucerne, Switzerland and directed by Karim Huu Do, the spot kicks off a new campaign from Anomaly in Berlin featuring the personal stories of famous travelers and Rimowa owners. London-based model and activist Adwoa Aboah gently encourages herself in a spot directed by Jonas Lindstroem. “Never Still” is Rimowa’s first global integrated campaign, launched to celebrate the bran’s 120th anniversary.
A 60-second anthem film weaves together both stories, along with scenes from three future spots starring chef Nobu Matsuhisa, Louis Vuitton Artistic Director Virgil Abloh and Dior Men’s jewelry designer Yoon Ahn. Additional photography is by Brett Lloyd.
The spots are running in paid and owned placements on digital and social channels, in-flight entertainment on Air France, in cinemas in U.S. and Europe, airports in New York City, Los Angeles, London, Paris and Nice, France and in out-of-home placements in New York, LA, Paris, Berlin, London, Hong Kong and Tokyo.