Never Still ft. Kim Jones - Rimowa | Clapboard Ad Archive

Rimowa’s Never Still ft. Kim Jones campaign, launched in Germany in 2019, represents a decisive move within the personal accessories market to fuse luxury craftsmanship with contemporary cultural relevance through content-driven storytelling. Developed by Anomaly, the campaign leverages the high-profile designer Kim Jones as its central figure, embodying the brand’s ethos of dynamic mobility and refined style while anchoring Rimowa’s heritage in innovation and meticulous design. This collaboration exemplifies what Clapboard’s FORMAT#8—Ongoing Characters or Celebrities—defines as a strategy that builds brand recall and aspirational value by foregrounding a recurring personality rather than relying on traditional narrative or product demonstration. The campaign’s single media asset distills the essence of Rimowa’s premium positioning, emphasizing the intersection of function and aesthetics that appeals to discerning consumers who seek accessories that complement a modern, mobile lifestyle without sacrificing luxury. Anomaly’s creative signature is evident in the elegant yet understated execution, which integrates Kim Jones’s persona seamlessly with Rimowa’s brand narrative, enhancing emotional resonance and reinforcing brand loyalty in a competitive consumer durables landscape. The campaign’s timing in 2019 allowed Rimowa to capitalize on evolving consumer expectations for experiential content and culturally attuned luxury branding, helping the brand maintain its relevance amid shifting market dynamics. Clapboard rates this 63/100 in its global creative archive. This campaign matters to the industry because it demonstrates how luxury brands in the personal accessories category can sustain premium status by embedding creative collaborations into ongoing content strategies that leverage celebrity influence to connect with a lifestyle-driven audience.